Lisbon creative agency, Nylon, is led by adland creatives, but it marches to a different beat…

Strategy.

“Traditionally they (copywriters and art directors) are taught to be the best at their craft, but… If we harness the power of the most creative people and focus on solving problems instead of cool graphics and phrases, we can improve the traditional methods currently used.”

So in order to create awareness for the Portuguese Association of the Hyperactive Child, Nylon created radio spots with therapeutic effects on hyperactive children rather than radio spots that talk about hyperactive children. [The Portuguese Association of the Hyperactive Child estimates that at least 80,000 Portuguese children have ADHD.]

The Radio Sound Therapy spots blend children’s fantasy stories narrated by Portugese celebrities with sound frequencies emitted by Tibetan singing bowls. The vibrations from the bowls produce specific frequencies that trigger changes in brain wave frequency from beta (alert) to alpha (relaxed).

And the news media then did the promotional work:

Credits:

Advertising Agency: Nylon Agency, Lisbon, Portugal

Chief creative officer: Joah Santos

Executive creative director: João Gomes de Almeida

Art director: Filipe Mateus

Copywriter: João Gomes de Almeida

Account director: Pedro Miguel Garcia

Production company: Digital Mix – Dmix Som e Música

Executive producer: Elvis Veiguinha

Producer: Carlos Ferreira