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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : January February 2010
RADIO AWARDS 14 CAMPAIGNBRIEF JANUARY/FEBRUARY 2010 JUDGE AND PREVIOUS ROUND WIN- NERS, Ed James, copywriter, and Jakub Szymanski, art director, from DDB Sydney said: "Paranoid was the one ad that actually took us by surprise. There was great writing in some of the other ads, and some great spots, but this one really stood out for us." A spot for Main Roads WA, called Snore was highly commend- ed in the single category. It was written by Josh Langley from radio station, Southern Cross Media - Hot FM/RadioWest in Bunbury. Winner of the campaign category A radio commercial for the West Australian government initiative, Drug Aware, about not driving on drugs, has won the overall and single category for round four of the 2010 Siren Awards. Written by Mitch Mitchell and Warrick Sears from The Brand Agency in Perth, the spot was aired only at night to maximize its impact for its target audience. (This is over the 'Rockin Car Stereo' ad -- the MV is whispered, interrupting the ad) FX: ('Rockin Car Stereo' ad starts and continues under) MV: (Whispering) Hey. Have you taken any drugs tonight? Are you driving right now? What if you go through a random drug test? (Whispering) Hey, if you have taken any drugs, you could easily get tested -- they're out tonight you know. Drive on drugs and you'll get caught. Find out more at drugaware.com.au The Brand Agency's 'Drug Aware' spot wins round 4 of Siren Awards was three ads promoting the range of TAFE qualifications available in Victoria. Called 'Piece of Paper ', the campaign was written by Chris Andrews, Harsh Kapadia and James Orr from JWT Melbourne for Skills Victoria. Highly commended in the cam- paign category were three spots for online recruitment agency, Seek.com, called 'If It Exists', writ- ten by Andrew Woodhead from Leo Burnett, Melbourne. Winner of the craft category was a commercial for Save the Children promoting its Survive to Five cam- paign, called 'Reaching Five', with sound engineer, Dylan Stephens from production studio, Risk Sound in Melbourne. Judge and member of the Siren Council, Craig Moore, creative director of OneForAll in Sydney, said of the winning commercial: "A lot of people go for the 'cute kid' route, usually to hide the lack of an idea, but is really hard to pull it off production wise. This one sounds great." There were three highly com- mended spots in the craft category. Uniting Church called 'Loneliness', produced by sound engineers, Pete Best and Scott Illingworth from Best FX in Adelaide; Victoria University 'Save the World', with sound engineer, Sandy Milne from Risk Sound in Melbourne and Dorsogna 'Fishing', with sound engineer, Marty Braine from Brainestorm in Perth. The national Siren Awards are run by Commercial Radio Australia and are designed to recognise the best radio advertising in the coun- try. For more information visit the dedicated website: www.sirenawards.com.au Overall & Single Winners: Mitch Mitchell and Warrick Sears from The Brand Agency, Perth Campaign Winners: James Orr, Harsh Kapadia and Chris Andrews from JWT Melbourne Craft Winner: Sound engineer Dylan Stephens from Risk Sound, Melbourne
May June 2010