Inside the Audio & Radio jury room: Paul Chan’s three most inspiring campaigns from LIA 2025

Paul Chan (pictured front right, crouching), Chief Creative Officer at Cheil Hong Kong, was last week on the Audio & Radio jury at the London International Awards judging in Las Vegas. Campaign Brief Asia asked Chan to showcase his three creative highlights from the four days of judging.

 

Samaritans ‘26 Minutes’
This powerful Samaritans campaign is grounded in a compelling insight: the average call for help lasts 26 minutes.

So to recruit new volunteers, the campaign strategically targeted audiences who are already engaged listeners across various audio platforms—from podcasts and concerts to Premier League broadcasts.

It reached them exactly 26 minutes into their listening experience.

At this precise moment, these attentive listeners were told that they’re the perfect candidates to become volunteers.

It’s a brilliant approach.

It punches you in the gut.

It surprises you, makes you think and makes you feel something.

Rooted in a profound human truth, it highlights that the best volunteers are already out there, listening for those crucial 26 minutes.

The campaign carries an equal measure of power and purpose.

And it positions listening as the most powerful act of all.

Fusion ‘High Energy Intern’
This is a fabulously funny radio script that nails the high energy of an over-the-top, waaay-too-eager-to-please intern.

It’s part of a campaign built around the concept of ‘Energy for those who live with high-energy people,’ featuring other versions like the ‘High Energy Boyfriend’ and ‘High Energy Dad.’

However, it’s the ‘High Energy Intern’ spot that’s a standout.

With just the right amount of ‘Hiiiii, how are YOU?’, ‘OMG!,’ and ‘AMAAAAZING!,’ it creatively and audaciously leverages the medium of radio—and its constraints—for maximum comedic effect.

It avoids a generic hard-sell approach and instead presents a captivating and memorable narrative that subtly embeds the product’s key benefit—energy—into an absurd story.

This is good old-fashioned radio.

And it’s outstanding.

Name this OREO
For a brand that encourages its audience to ‘Stay Playful,’ this campaign is delightfully silly.

Inspired by an internet theory that ‘O’ stands for the cookie and ‘R’ for the cream, it gets people ‘speaking Oreo’ to earn rewards.

It’s playful, introduces a whole new language and offers a fun way to engage with the brand.

More importantly: it’s on point, on brand and perfectly in tune with culture.