The Sharper Pencil and Julio’s Studio team up on new radio campaign for Perron Institute

What happens when the mind becomes disconnected from the brain? This is the concept behind a new radio campaign written and produced by Sharper Pencil comprising seven commercials (3 x 60 seconds, 4 x 15seconds) to be aired on 96fm for the Perron Institute – one of Australia’s leading research organisations working on brain and neurological disorders.

The aim of the campaign is to elevate the Perron brand, create a market presence and deliver community support.

The two main characters playing (a) ‘The Brain’ and (b) ‘The Mind’ are local actors Monica Main and Igor Sas. The narrator is Jim Smillie who was recorded from Scotland where he now lives.

Once they were client-approved, the scripts with written production notes were sent to all of the actors and the producer so they could familiarise themselves and rehearse the material off site, in advance of the recording session. Smillie was recorded from Scotland separately using ‘Source-Connect’ after the local actors had been recorded.

Julian Douglas-Smith (Julio’s Studio) and The Sharper Pencil’s John Ilian identified the ‘go’ takes and Julian edited and compiled them.

“I’m exceedingly grateful to the talent and to Jim in particular, not only for his seemingly endless commitment to this project, but also for his extraordinary generosity in donating his fee to the Perron Institute,” said Illian. “Also Julian for his advice, expertise and input into the treatment; and to the client for her commitment and professionalism in steering her team and the Institute’s management to accept, agree and support the campaign idea and its execution as well as to the planners for their valued input.”

Play the 60 second radio spots below.

Credits
Strategic Planning: Denise Cheir (Perron Institute); Gary Roberts and Cinnamon Simpson (96fm); Angela Nutton and John Driscoll (Longreach Media)
Concept/writer: John Ilian (Sharper Pencil)
Studio: Julio’s Studio
Studio Producer/Engineer: Julian Douglas-Smith
Music: Peter Baker (Beatbox Music)
Talent: Monica Main, Igor Sas (Australia), Jim Smillie (Scotland)
Client: Denise Cheir (Perron)

Pictured above: John Ilian (left) and Julian Douglas-Smith (right) at Julio’s Studio.