In this episode of Heard Mentality, Carnival Cruise Line and Innocean reveal how they turned up the fun — and the volume — with the cruise line’s latest campaign, Play Away.
From brilliantly dry voiceover delivery to immersive sound design and Carnival’s unmistakable ship horn, the campaign was built to transport Australians from the daily grind to holiday mode in seconds. It’s a masterclass in making audio more than an afterthought — and creating sonic assets that sail straight into people’s memories.

In this episode of Heard Mentality, Carnival Cruise Line and Innocean reveal how they turned up the fun &mdash; and the volume &mdash; with the cruise line&rsquo;s latest campaign, Play Away. From brilliantly dry voiceover delivery to immersive sound design and Carnival&rsquo;s unmistakable ship horn, the campaign was built to transport Australians from the daily grind to holiday mode in seconds. It&rsquo;s a masterclass in making audio more than an afterthought &mdash; and creating sonic assets that sail straight into people&rsquo;s memories.

How Audio Moves Minds & Markets. 

Heard Mentality explores how the world’s most creative brands and minds use sound to make people feel, think, and act. 

Presented by Commercial Radio & Audio and hosted by Little Black Book’s Brittany Rigby, it’s a fast, inspiring look into the stories and strategies proving the power of audio to cut through — and move us as people.

How Audio Moves Minds &amp; Markets. 
Heard Mentality explores how the world&rsquo;s most creative brands and minds use sound to make people feel, think, and act.&nbsp;
Presented by Commercial Radio &amp; Audio and hosted by Little Black Book&rsquo;s Brittany Rigby, it&rsquo;s a fast, inspiring look into the stories and strategies proving the power of audio to cut through &mdash; and move us as people.

Heard Mentality

Heard Mentality explores how the world’s most creative brands use sound to make people feel, think, and act.

Presented by Commercial Radio & Audio and hosted by LBB’s Britt Rigby, it’s a fast, inspiring look into the stories and strategies proving the power of audio to cut through and move audiences.

Heard Mentality explores how the world&rsquo;s most creative brands use sound to make people feel, think, and act.
Presented by Commercial Radio &amp; Audio and hosted by LBB&rsquo;s Britt Rigby, it&rsquo;s a fast, inspiring look into the stories and strategies proving the power of audio to cut through and move audiences.

Making Waves: The Sonic Strategy Behind Carnival’s ‘Play Away’

https://api.omny.fm/orgs/7be56c86-a204-4c93-a281-aaed00004c3f/clips/b1d7545d-f22e-4b8c-85d8-b4b2006ad2b3/transcript

The jingle didn't follow the media plan. It built it.

Chupa Chups is one of the most recognised confectionery brands on earth, and almost all of that recognition sits on a stick. So when the brand moved into the Australian lollies aisle, it needed to be unmistakably Chupa Chups in a category where every competitor already claims fun.

Brittney Rigby sits down with Amelia Goldsmith (Brand Manager, Chupa Chups ANZ) and John Fairley (Design Director, The Idea Shed) to unpack "Free the Funshine": where the portmanteau came from, why John stood up and sang the jingle live in the pitch, and how having a genuine audio asset in hand shaped where the campaign ran.

They get into nostalgia as an advantage rather than a strategy, making the case for jingles in rooms that have stopped asking for them, turning the famous Dalí daisy into a distinctive asset, running audio enabled out of home at Parramatta Westfield, and how the Nova and Coles Radio partnerships carried the same sound from awareness all the way to the checkout.

Plus the jingles they still can't shake: Cadbury's Fudge, Mojo, and Cottee's.

A must listen for anyone in marketing, advertising, FMCG or audio.

Aussie radio and audio reaches more than 15 million people every week. It's where brands are heard.

The jingle didn't follow the media plan. It built it.
Chupa Chups is one of the most recognised confectionery brands on earth, and almost all of that recognition sits on a stick. So when the brand moved into the Australian lollies aisle, it needed to be unmistakably Chupa Chups in a category where every competitor already claims fun.
Brittney Rigby sits down with Amelia Goldsmith (Brand Manager, Chupa Chups ANZ) and John Fairley (Design Director, The Idea Shed) to unpack "Free the Funshine": where the portmanteau came from, why John stood up and sang the jingle live in the pitch, and how having a genuine audio asset in hand shaped where the campaign ran.
They get into nostalgia as an advantage rather than a strategy, making the case for jingles in rooms that have stopped asking for them, turning the famous Dal&iacute; daisy into a distinctive asset, running audio enabled out of home at Parramatta Westfield, and how the Nova and Coles Radio partnerships carried the same sound from awareness all the way to the checkout.
Plus the jingles they still can't shake: Cadbury's Fudge, Mojo, and Cottee's.
A must listen for anyone in marketing, advertising, FMCG or audio.
Aussie radio and audio reaches more than 15 million people every week. It's where brands are heard.

Free the Funshine: Why Chupa Chups Backed a Jingle

https://api.omny.fm/orgs/7be56c86-a204-4c93-a281-aaed00004c3f/clips/8768101b-66c3-495e-accb-b4d3018b604f/transcript

How do you make an entire country sound like itself?

Brittney Rigby sits down with Sarah Holder (Head of Communications, Marketing and Engagement, Austrade) and Nick West (Co-Founder and Creative Strategist, Smith & Western) on building the first sonic identity for Australia's Nation Brand.

They get into the four soundscapes behind it, why the long form work came before the three second logo, testing in seven overseas markets, working with Balarinji and vocalist Olivia Fox, and how a whipbird beat the didgeridoo to become the sound of Australia.

A must-listen for anyone in advertising, marketing, radio or audio production.
Aussie radio and audio reaches more than 15 million people every week. It's where brands are heard.

How do you make an entire country sound like itself?
Brittney Rigby sits down with Sarah Holder (Head of Communications, Marketing and Engagement, Austrade) and Nick West (Co-Founder and Creative Strategist, Smith &amp; Western) on building the first sonic identity for Australia's Nation Brand.
They get into the four soundscapes behind it, why the long form work came before the three second logo, testing in seven overseas markets, working with Balarinji and vocalist Olivia Fox, and how a whipbird beat the didgeridoo to become the sound of Australia.
A must-listen for anyone in advertising, marketing, radio or audio production. Aussie radio and audio reaches more than 15 million people every week. It's where brands are heard.

Inside Brand Australia's Sonic Identity

https://api.omny.fm/orgs/7be56c86-a204-4c93-a281-aaed00004c3f/clips/4db897c5-fcb5-4748-adba-b4c100079d5f/transcript

Pizza Hut's staff can't say the brand's name in the office anymore. They sing it.

That's what a sonic asset does when it's working. Toyota has known it for decades: every brief there now starts with the same two questions. What are we doing with the sting, and what's the music?

Brittney Rigby sits down with Nora-Kate O'Connell (CMO, Pizza Hut Australia), Evan Roberts (co-founder and CCO, Tightknit Studio) and Piero Ruzzene (ECD, Saatchi & Saatchi).

They get into the decoy scripts written deliberately too far so the merely bold ones felt safe. Waking at 3am wondering if you've gone too hard. Why the Netflix ta-dum does more brand work in one second than most platforms manage in a year. Why a sound-alike always feels hollow, even when it's legally clear. And the test that settles it: same ad, same pictures, change the track, and the effectiveness score moves a full star.

Pizza Hut's staff can't say the brand's name in the office anymore. They sing it.
That's what a sonic asset does when it's working. Toyota has known it for decades: every brief there now starts with the same two questions. What are we doing with the sting, and what's the music?
Brittney Rigby sits down with Nora-Kate O'Connell (CMO, Pizza Hut Australia), Evan Roberts (co-founder and CCO, Tightknit Studio) and Piero Ruzzene (ECD, Saatchi &amp; Saatchi).
They get into the decoy scripts written deliberately too far so the merely bold ones felt safe. Waking at 3am wondering if you've gone too hard. Why the Netflix ta-dum does more brand work in one second than most platforms manage in a year. Why a sound-alike always feels hollow, even when it's legally clear. And the test that settles it: same ad, same pictures, change the track, and the effectiveness score moves a full star.

The Sound of Being Brave

https://api.omny.fm/orgs/7be56c86-a204-4c93-a281-aaed00004c3f/clips/2b62b1af-49f2-448c-b077-b4970048fa26/transcript

Making Waves: The Sonic Strategy Behind Carnival’s ‘Play Away’

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