RICK ASTLEY is never gonna run around with dessert spoons. But this and other misheard lyrics from his hit Never Gonna Give You Up drove the campaign that won the 2024 PR Grand Prix.
‘The Misheard Version’ was crafted by Golin, London for Specsavers, and saw Astley re-record the song with some of its most famous misheard lines. The goal was to encourage people to book hearing tests.
“Healthcare is not a sexy category and it was a very challenging brief, but they leant into humour in an all-in way to really tackle the stigma,” Jury President and One Green Been’s Kat Thomas said. “The impact of this campaign was undeniable: a year-on-year 66% increase in hearing-test bookings.”
She added: “AI hasn’t dominated but it has shown up, in interesting ways and in curious ways from a creative perspective. We saw people being brought back from the past, we saw messages from the future, we saw stories of reuniting and bringing people together. It was a very compelling storytelling device but it didn’t dominate.”
The Jury also awarded Gold Lions to work from the US (3), Canada, France, Brazil, Germany and a UK/Italy campaign.
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