Commercial Radio & Audio (CRA), Thinkerbell, the Glue Society, and MassiveMusic joined forces to launch a campaign centred on the literal power of sound.

Challenge

Building on CRA’s ‘Where Brands Are Heard’ positioning, the goal was to spark new investment in commercial radio and audio across both metro and regional markets. We needed to remind CMOs, creatives and media leads that audio, when done right, isn't just heard – it resonates deeply.

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Approach

Drawing on research from System1, the campaign aimed to leverage the key ingredients of effective audio creative: strong branding, memorability, emotional resonance, and entertaining execution.

From that foundation, we developed a concept around a ‘fire frequency’ – an audio score tuned to literally extinguish a flame. In a live experiment, we proved that with precise design and intent, sound can deliver real, physical impact.

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Solution

The exact frequency captured during the live experiment became the core sonic asset – used across film, radio, and social edits.

“Audio is uniquely positioned to influence behaviour – it connects emotionally, can adapt in real time, and reaches audiences in the moments that matter."
LIZZIE YOUNGCEO of CRA
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