Insight/Strategy/Idea: Traffic jams are every UAE resident’s worst nightmare. Studies have repeatedly shown that traffic jams are the biggest cause of stress amongst residents here.
As a leading group of radio stations, Channel 4 wanted to tackle this problem via their radio stations. Radio felt perfect as when it can be the driver’s best friend amongst the chaos of traffic. However, the truth is that radio content today has become more noise than relief. We needed to change that. With the help of German Neuroscience Centre, we discovered Alpha waves – sounds that are scientifically proven to calm our nerves in times of stress. Having a range between 7 to 12 Hz, these Alpha waves can literally slow the brainwaves to induce relaxation.
Audio advertisement created by MediaVest, United Arab Emirates for Channel 4, within the category: Media.
Advertising Agency: Mediavest, Dubai, UAE
Creative Director: Mohit Lodha
Art Director: Nikita Masillamani
Copywriter: Tauseef Anwar
Production: Channel 4 FM