November's ORCA winners Dave Brady & Joe Hawkins (DDB) spill the beans on the creative thinking behind their winning ORCA campaign (National Foundation for the Deaf). 

(Thanks for the photo guys, Nice to see you've both been hitting the gym).

How did you come up with the ‘subtitles’ idea for the NFD Campaign?

Not entirely sure, but we started thinking about what you miss out on when you can’t hear, and how these things are remedied. To replace conversation, you can learn how to sign and lip-read. When it comes to the TV, you receive subtitled messages. But music’s a tough one. It can’t be subtitled, and is therefore something you really do miss out on. So that’s what we wanted to get across.

How many songs did you subtitle before you settled on your final choices?

Heaps. Dave’s a big Bow Wow Wow, Bronski Beat and Level 42 man, so he really wanted some of their hits covered.

Do you think it’s more difficult to write scripts that need to carry a serious message?

It all depends. Writing a script for a ridiculous product with a serious message would be tricky.

What radio ads are making you prick up your ears at the moment?

None really make our ears prick up, but other body parts tend to react favourably to anything from the Vicars/Tucker Radio Camp of Comedy.

What stations do you listen to?

JoeHawkinsFM and DaveBradyFM.

What genre of music would JoeHawkinsFM and DaveBradyFM play…or would they be talkback stations?!

DaveBradyFm would specilaise in jazz fusion, dappled with a little Kenny G. JoeHawkinsFm would play a vivid selection of anti-hits from the Anvil back catalogue, as well as all the gaps between your favourite songs on your favourite albums.

Any script-writing tips for budding creatives out there?

Try and record as many of them as you can, even if it’s just you on your lap top. You’ll get a better idea of what works, timing and performance. And if you’re not sure if you’ve got a good script, email us at DDB, we’ll take a look, record it, pop it on air and take the credit. If we win something, you’ve got a good script.

Listen to one of these winning ads by clicking here.