The best 'sustainable' audio ads
Created in 2024 by RMB, Var, Bubka, and PUB, the "Sounds of Change" award recognizes the best audio ad campaigns centered around sustainability, every two to three months. True to its mission and with growing success, "Sounds of Change" starts 2025 by awarding two major winners: VRT for "De Warmste Week" (NL) and Gaia with a compelling ad on animal rights (FR).
How to take part in ‘Sounds of Change’?
The "Sounds of Change" competition proves that creativity and sustainability can rise together to shape a more responsible advertising future.
You have an audio ad that promotes sustainable practices and supports one of the 17 SDGs (Sustainable Development Goals) of the UN? This ad recently aired on media channels managed by RMB or Var? If so, your ad automatically joins the "Sounds of Change" competition led by RMB, Var, the Bubka agency, and the PUB magazine.
The winners are selected by a panel of strict and visionary experts. Moderated by Ludovic de Barrau (PUB), professionals like Wim Vermeulen (Bubka), An Rietjens (Serviceplan), and Fred Dorsimont (Behaven) assess each 'sustainable' audio campaign aired in the past two or three months in the northern and southern regions of Belgium.
The criteria for winning the award? Strict and diverse: honesty, commitment, urgency, clarity, shared value (alignment with public expectations), and creativity (originality and message impact). Winning ads stand out through excellence across all these aspects.
Meet the first winners of 2025
In the Dutch-speaking region, for the first 'Sounds of Change' round of 2025, the jury was impressed by VRT and their spot "De Warmste Week"! The positive energy and feel-good style highlighted the generosity of participants in "De Warmste Week 2024". Backed by the sound of the Belgian music group Portland for a memorable sound identity, this thank-you ad resonated with listeners, captivating all of Flanders.
With a bold and immersive ad focused on dolphins, Gaia captured the ‘Sounds of Change’ jury's attention for the southern region. The brand’s fresh approach, free from typical slogans or direct calls, plunges listeners into a striking sound experience. Creative and out of the box, the ad hooks listeners with its catchy rhythm and unique sound identity. The result? A powerful emotional impact that leaves everyone moved. A true call to reflect on animal rights.
Congratulations to VRT and Gaia for their inspiring and impactful audio campaigns!