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CRA’s new 'power of audio' campaign proves audio is a force to be reckoned with

18.08.2025 - Commercial Radio & Audio WorldDAB Member - Australia Australia

Commercial Radio & Audio (CRA) and leading independent agency Thinkerbell have launched a bold advertising campaign to showcase the power of audio, using soundwaves to extinguish a flame, prompting marketers to reconsider audio’s ability to cut through and create lasting impact. The idea centres around a specially designed audio score that, set at the right ‘fire frequency’, has the power to literally put out a fire. In a live experiment it shows that when harnessed with intent, audio can move more than molecules. It can move minds, emotions, and brands. Lizzie Young, CEO of CRA, said “This campaign doesn’t just talk about the power of audio, it proves it in the real world.”

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