RKCR/Y&R pair pick up October Aerial

A campaign to recruit young sailors has won October's monthly Aerial Award for best radio campaign.

The ad, created by Brian Cooper and Jason Stewart at Rainey Kelly Campbell Roalfe/Y&R for COI Communications/Royal Navy, saw off competition from Leo Burnett and Mother to win the award, held in association with Campaign.

It features a scrambled radio message being read out three times before finally becoming a clear sentence that reads: "A very important message concerning the whereabouts of a terrorist threat is coming through and you're the only person onboard your ship who can unscramble it."

The ad, "warfare specialist", aims to help the Royal Navy recruit radio technicians for its ships.

Trevor Webb and Stephen Campbell of Leo Burnett and Ben Middleton and Stu Outhwaite of Mother were the runners-up. Webb and Campbell created "wax" for Tetley Tea, while Middleton and Outhwaite created "paper scissors stone" for The Observer.

The judge of this month's award, Malcolm Poynton, Ogilvy & Mather's executive creative director, said: "It's not often you'd win an award for radio by being dyslexic. Nor by simply repeating a sentence three times. However, the simple trick of rearranging the jumbled words of a sentence until they actually make sense is what makes stand this bunch from the out."

The ad was produced by Tim Morgan at COI and Nick Angell of Angell Sound was the sound engineer. Media planning and buying was through Mediaedge:cia.

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