One of China's top sports radio stations, Beijing Sports Radio, came up with this succinct print campaign. The station wanted to raise awareness of their live sporting event coverage, but as there are many different languages spoken in Beijing, their ads needed to easily illustrate their message. Using the universal symbol for talking, this campaign hit the nail on the head.
The three print ads in the series feature visuals for tennis, golf and boxing, and each of these scenarios incorporates a speech bubble in some way. With a simple message and visual impact, the ads create a message that anyone can understand. No matter what language you use, this campaign speaks volumes.
The Green Room Verdict: A number of people have picked up that this concept has been used before. A student who was awarded best in show at the 2011 Addy Awards had an almost identical execution with the same message in their concepts for ESPN Radio (you can check out their ads here). Apart from that glitch, the campaign is well executed and clear to understand with no further explanation needed.
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