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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : September October 2008
RA DIO Through each spot we have a sense that these are intercept interviews done on the street. INTERVIEWER: Custom number plates on your car show the real you… So who is the real you? Sir? REAL BLOKEY: The real me is a five foot ten blonde. Buxom, but beautiful. The real me loves puppies and flowers and holding hands in the rain. The real me lives to Salsa. The real me adores pink and worries my hips are too big…. INTERVIEWER: (Pause and flat) OK. Sometimes showing the real you isn’t a great idea. But visit vplates.com.au and design your own less revealing custom plate. Marmalade Melbourne creative director Neil Mallet, who wrote the winning spot Round Two winner:Marmalade’s custommade spot forVic Roads A radio commercial called ‘6 foot blonde’ for Vic Roads, which uses humor to promote custom made number plates, has won the overall and single categories for round two of the 2009 Siren Awards. The spot was written by Neil Mallet from agency, Marmalade in Melbourne. Judge and previous r ound winner, Thomas Duncan-Watt from agency Gori lla Communication s, Syd ney said the ad was funny: “In this age of Facebook, MySpace, customised ring tones and every kind of way to force your personality on other peo- ple, the idea that 'the real you' is n't always f it for public con sumption was not only totally refreshing, but downright funny.” Mallet said the spot was uni que for i ts s implicity. “Remembering the environment in which the spot will be heard. It is a world of wall to wall sound - which i s most impor- tant when cre at ing a n effe ctiv e radio commercial.” There were two highly commend- ed e ntries in t he sing le cat egory. They included another ad for Vi c Roads by Neil Mallet called “Amun Ra” as well as an ad c alled “Drink and Dial” for Thirsty Camel, writ- ten by Matthew Ellis an d Andrew Panozzo from agency, Twenty20 in Melbourne. 26 CAMP AI GN B RIEF Winner of the campaign cate gory was “Never Leave” for Ford Falcon Ute. Writers were Carly Williams and James Orr from agen cy, JWT in Melbourne. Judge, T homas Dun can -Wat t from Gorilla Communications said about the campaign winner: “In the campai gn c at egor y, t her e were some e xce llent con tende rs , b ut Ford U te stood ou t, not on ly because it contains a gre at n ew thought for a challenging brief, but each spot was as good as the next. The voices sound a uthentic a nd 'liv e' , which is st il l a r efreshing br eak fr om t he over-pr oduced sound of most radio v oice-overs. Mos t i mpor tantly t hou gh, it ’s bloody funny.” There were two highly commend- ed ads in the campaign category. They were “UBD Traffic Chopper” for UBD Street Directory, wri tten by Jim McKe own , fr om DDB Melbourne. And “Small Market”, “Prof es sor” and “ Small M arket Suppor t” fo r Commercial Radio Australia, written by Ralph van Dijk from agency, Eardrum, Sydney. Winner of the craft category was “Everything” f or RAC Insurance, produced by sound engineer, Ross Batten from production studio, The Cutti ng Edge. Dale Simmonds, Cr ai g Buchanan and Kurt Beaudoin were CD’s for this ad. There were two highly commend- ed ads in the craft category. They included a spot for International Sport s Cl othing, cal led “ My Conscious”. The ad was produced by sound en gineer, Glen Styles from Radio Network Austereo in Sydney. Glen was also the creative director with Kade Robinson. The other highly commended ad in the craft category was a n ad called “Paintball - Bring Out Your Wicked Side” for Paintball Games. It was produced by sound engineer, David Hinchley from DMG Radio Australia i n Me lbourne. Creative director was Paul Varrasso. SEP T E MBE R/OCT OB E R 2 0 08
Awards Dec 2008