{"id":1712,"date":"2025-08-18T16:48:02","date_gmt":"2025-08-18T06:48:02","guid":{"rendered":"http:\/\/radioindustrynews.com.au\/?p=1712"},"modified":"2025-08-18T16:48:02","modified_gmt":"2025-08-18T06:48:02","slug":"cras-new-power-of-audio-campaign-proves-audio-is-a-force-to-be-reckoned-with","status":"publish","type":"post","link":"https:\/\/radioindustrynews.com.au\/index.php\/2025\/08\/18\/cras-new-power-of-audio-campaign-proves-audio-is-a-force-to-be-reckoned-with\/","title":{"rendered":"CRA\u2019S NEW ‘POWER OF AUDIO’ CAMPAIGN PROVES AUDIO IS A FORCE TO BE RECKONED WITH"},"content":{"rendered":"\n

New campaign by Thinkerbell and Glue Society centres on \u201cFire Frequency\u201d and proves audio can extinguish fire and ignite emotion.<\/em>\"POA\"<\/p>\n\n\n\n

 Gif <\/strong>here<\/strong><\/a> of hero header image<\/strong>
Video asset can be accessed <\/strong>her<\/strong><\/a>e<\/strong><\/a> on Vimeo<\/strong> 
Behind the scenes asset (how we did this) can be accessed <\/strong>here<\/strong><\/a> on Vimeo<\/strong>
Audio asset can be accessed <\/strong>here<\/strong><\/a>
Stills can be accessed <\/strong>here<\/strong><\/a><\/p>\n\n\n\n

Commercial Radio & Audio (CRA) and leading independent agency Thinkerbell have launched a bold advertising campaign to showcase the power of audio<\/strong>, using soundwaves to extinguish a flame, prompting marketers to reconsider audio\u2019s ability to cut through and create lasting impact.<\/p>\n\n\n\n

The idea centres around a specially designed audio score that, set at the right \u2018fire frequency\u2019, has the power to literally put out a fire. In a live experiment it shows that when harnessed with intent, audio can move more than molecules. It can move minds, emotions, and brands. <\/p>\n\n\n\n

The campaign draws on System1 research<\/strong>, developed in partnership with CRA, which identifies the key ingredients for effective audio creative: strong branding, memorability, emotional resonance, and entertaining execution.<\/p>\n\n\n\n

Lizzie Young, CEO of CRA, said<\/strong> \u201cThis campaign doesn\u2019t just talk about the power of audio, it proves it in the real world. We\u2019ve applied System1\u2019s creative principles and partnered with Thinkerbell to bring that strategy to life through a bold and emotive execution that conveys the effectiveness of audio in driving business outcomes.\u201d<\/p>\n\n\n\n

Created in partnership with sonic specialists MassiveMusic <\/strong>and art collective Glue Society<\/strong>, the project serves as a living metaphor for the medium\u2019s impact, literal and figurative – in that it can both light a fire in you and actually put one out.<\/p>\n\n\n\n

\u201cAudio is uniquely positioned to influence behaviour – it connects emotionally, can adapt in real time, and reaches audiences in the moments that matter. The \u2018Power of Audio\u2019 sets a benchmark for what\u2019s possible when you combine insight, creativity, and context with audio\u2019s unmatched ability to engage at scale. It\u2019s exactly what we encourage brands to do: harness the full potential of audio to work harder, cut through, and deliver growth,\u201d continued Young.<\/p>\n\n\n\n

The team at Glue Society, said \u201cWhen we first heard that sound can put out flames, it felt almost impossible to believe. But creating an art installation that proved it to be true was something we couldn\u2019t wait to sink our teeth into. The result is a bit magical, a bit scientific and a bit wonderful. And genuine proof of the power of audio. Hearing is believing\u201d. <\/p>\n\n\n\n

Adam Ferrier, Founder & Chief Thinker at Thinkerbell, says:<\/strong> \u201cBy using a sub-bass frequency to extinguish a flame, we wanted to prove just how potent audio can be. Audio\u2019s often treated like the side dish in campaigns, but when you isolate it and make it the hero, it becomes undeniable. This is proof that a good frequency can spark culture, shift mood, and even kill a flame. That\u2019s power.\u201d <\/p>\n\n\n\n

The actual audio frequency captured live on the day is used across all assets in the work – from the film, to radio, to social cutdowns. It also marks the first use of CRA\u2019s new sonic brand identity, created by audio specialist David Konsky<\/strong>, and features dynamic creative capabilities across podcast and streaming platforms produced by Original Audio<\/strong>.   <\/p>\n\n\n\n

This initiative builds on CRA\u2019s broader positioning, Where Brands Are Heard, and aims to grow investment in commercial radio and audio across metro and regional markets, by reminding CMOs, creatives, and media leads that audio, when done right, doesn\u2019t just speak. It resonates.  <\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

New campaign by Thinkerbell and Glue Society centres on \u201cFire Frequency\u201d and proves audio can extinguish fire and ignite emotion.  Gif here of hero header imageVideo asset can be accessed here on Vimeo Behind the scenes asset (how we did this) can be accessed here on VimeoAudio asset can be accessed hereStills can be accessed here Commercial Radio & Audio (CRA) and leading independent … Continue reading “CRA\u2019S NEW ‘POWER OF AUDIO’ CAMPAIGN PROVES AUDIO IS A FORCE TO BE RECKONED WITH”<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-1712","post","type-post","status-publish","format-standard","hentry","category-australian"],"_links":{"self":[{"href":"https:\/\/radioindustrynews.com.au\/index.php\/wp-json\/wp\/v2\/posts\/1712","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/radioindustrynews.com.au\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/radioindustrynews.com.au\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/radioindustrynews.com.au\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/radioindustrynews.com.au\/index.php\/wp-json\/wp\/v2\/comments?post=1712"}],"version-history":[{"count":1,"href":"https:\/\/radioindustrynews.com.au\/index.php\/wp-json\/wp\/v2\/posts\/1712\/revisions"}],"predecessor-version":[{"id":1713,"href":"https:\/\/radioindustrynews.com.au\/index.php\/wp-json\/wp\/v2\/posts\/1712\/revisions\/1713"}],"wp:attachment":[{"href":"https:\/\/radioindustrynews.com.au\/index.php\/wp-json\/wp\/v2\/media?parent=1712"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/radioindustrynews.com.au\/index.php\/wp-json\/wp\/v2\/categories?post=1712"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/radioindustrynews.com.au\/index.php\/wp-json\/wp\/v2\/tags?post=1712"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}