Wish 'You shouldn’t have'
Radio campaign
Sometimes you’ll get a gift so great and so thoughtful that the only appropriate response after opening it is “You shouldn’t have”, as it feels almost wrong to have received something so special. But what if the gift you received was actually so awful that when you said “You shouldn’t have”, you really meant “You shouldn’t have”, as receiving nothing might possibly have been better.
This simple twist of a well-known phrase is how we encouraged people to use the Wishlist functionality on Wish.com and their app. Eliminating the risk and embarrassment of bad gift giving. Ensuring you always get the gift you actually should have.
Awards:
Clio Awards 2023 - Bronze - Audio craft - Copywriting ("Not tears of joy")
Clio Awards 2023 - Shortlist - Radio - Campaign
Clio Awards 2023 - Shortlist - Audio craft - Casting/Performance ("Not tears of joy")
London International Awards 2022 Finalist in Radio and Audio for Performance/Casting
London International Awards 2022 Finalist in Radio and Audio for Script Writing
Radio campaign
Sometimes you’ll get a gift so great and so thoughtful that the only appropriate response after opening it is “You shouldn’t have”, as it feels almost wrong to have received something so special. But what if the gift you received was actually so awful that when you said “You shouldn’t have”, you really meant “You shouldn’t have”, as receiving nothing might possibly have been better.
This simple twist of a well-known phrase is how we encouraged people to use the Wishlist functionality on Wish.com and their app. Eliminating the risk and embarrassment of bad gift giving. Ensuring you always get the gift you actually should have.
Awards:
Clio Awards 2023 - Bronze - Audio craft - Copywriting ("Not tears of joy")
Clio Awards 2023 - Shortlist - Radio - Campaign
Clio Awards 2023 - Shortlist - Audio craft - Casting/Performance ("Not tears of joy")
London International Awards 2022 Finalist in Radio and Audio for Performance/Casting
London International Awards 2022 Finalist in Radio and Audio for Script Writing
Radio spot 1: "Not tears of joy"
Radio spot 2: "Who's really with stupid?"
Radio spot 3: "Wipe that smile off your face"
Credits:
Client: Wish
Agency: McCann Frankfurt
CCO: Götz Ulmer
ECD: Donovan Bryan
CD: Marion Bryan
Copywriter: Jonathan Dennis
Art Director: Sunet Willemse
Music and sound direction: Louis Enslin from Produce Sound
Production: Marius Wiechman from StudioFunk
Project management: Ljuba Natsikos, Valerie Angerer, Jil Erhart
Agency producer: Fabian Scheer, Sabine Schmalenbach (Craft Düsseldorf)
Website images: iStock and Ayo Ogunseinde at UnSplash
Client: Wish
Agency: McCann Frankfurt
CCO: Götz Ulmer
ECD: Donovan Bryan
CD: Marion Bryan
Copywriter: Jonathan Dennis
Art Director: Sunet Willemse
Music and sound direction: Louis Enslin from Produce Sound
Production: Marius Wiechman from StudioFunk
Project management: Ljuba Natsikos, Valerie Angerer, Jil Erhart
Agency producer: Fabian Scheer, Sabine Schmalenbach (Craft Düsseldorf)
Website images: iStock and Ayo Ogunseinde at UnSplash
