Having fought off some tough competition, University of Huddersfield graduate Michael Kettles has been named as winner of National Accident Helpline's Creating Waves radio script initiative. Michael's work was chosen as the standout entry by the judges and he will now travel to MediaCityUK in Salford to see his script brought to life by professional voice actors courtesy of production and audio experts On the Eighth. Once recorded, the advertisement will be played out on local radio.
The competition, designed to help aspiring creatives gain entry to the notoriously competitive advertising industry, saw entrants asked to create an original 30-second radio ad script based on National Accident Helpline's Stop Nuisance Calls campaign against nuisance marketing. A wide range of entries was received, with several creatives using their scripts to address the very keenly felt frustration that the everyday person has when they receive an unsolicited nuisance call or text message.
When asked about his win, Michael expressed his delight at the opportunity to see his script brought to life by professionals. He said: "It really is fantastic to be selected as the Creating Waves winner, especially for such a well-known brand as the National Accident Helpline.
"A big thank you to National Accident Helpline and The Gate for holding the competition and allowing advertising hopefuls a chance to make their mark.
"Winning the Creative Waves competition is a great boost to, hopefully, finding a career within the creative advertising industry, especially in the field of copywriting.
"I'm really looking forward to visiting Media City UK in Salford to hear On The Eighth bring my script to life. I can't wait to hear my advert on the radio."
Michael's entry was selected by expert judges Beth Powell, National Accident Helpline Marketing Director, and Alistair Ross, Creative Partner at leading creative agency The Gate.
Speaking about Michael's winning entry, and the Creating Waves initiative as a whole, Alistair Ross said:
"As NAH are the champions of the underdog it is no surprise that they are supporting young talent hoping to break into the advertising industry.
"As a creative it is an extremely competitive arena – you are up against the brightest and the best - and this competition not only gave entrants the opportunity to show their talent when it comes to writing for radio, but also to get the script recorded and played out for real, which is something that could stand them in good stead when it comes to looking for their first job."
Beth Powell said:
"Michael's entry stood out for us because of his entertaining and spirited interpretation of the brief.
"We're delighted to be able to give Michael a hands-on practical insight into radio advertising with industry experts, and we look forward to hearing his script - promoting our Stop Nuisance Calls campaign - brought to life in the studio and played out live on air."