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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : May June 2010
RADIO AWARDS 14 CAMPAIGNBRIEF MAY/JUNE 2010 THE WINNING TENA COMMERCIAL, which uses humour to promote pads designed for weak bladders, was announced in May at a break- fast in Melbourne for the industry's annual awards for creative excel- lence in radio advertising. It will automatically be entered into the Cannes Radio Lions to be held in June at the Cannes Advertising Festival and the winning writers receive two free tickets to the event. Says Sirens judge and executive creative director of Smart, John Mescall: "What I loved about the Tena work is how it took a pretty sensitive subject matter and deliv- ered a benefit, with a brand of humour that was empathetic to the target audience. When you put the words 'humour' and 'incontinence pads' together in the one sentence, in the wrong hands it would be a recipe for disaster. Not so here, and a very worthy winner." Adds judge, Craig Moore, creative director from OneForAll: "It would have been easy to do something serious and boring for this, clearly they went the other way." Winner of the Silver Siren for the campaign category was the 'Glee' launch campaign for Network Ten, written by Andrew Garrick (pic- tured top right) from Network Ten. Julian Schreiber and Tom Martin (pictured right), from Clemenger BBDO Melbourne, have taken out the 2010 Gold Siren award for best radio ad of the year. It's the third time Clemenger BBDO Melbourne has won the top gong in the six years of the awards. The ad, called 'Clothes', for international brand Tena, also collected a Silver Siren for the single advertisement category. Schreiber was also one of the writers of the Gold Siren Award in 2008 for RACV Financial Services called 'Disclaimer', which went on to win the Cannes Radio Grand Prix. Clemenger BBDO Melbourne's Schreiber & Martin take out top gong at Siren Awards Says judge, Rem Bruijn, creative director from Brisbane agency Make: "Amazing talent, great pro- duction, massively entertaining. Whilst some radio campaigns suffer the 'weakest link syndrome', every spot in the Glee campaign adds to the overall promise." The other Silver Siren winner was a spot for HBF, called 'Passenger' which won the Craft category. The ad was produced by sound engi- neer, Paul Taylor (bottom left) from production studios, Eardrum and Sound Reservoir in Sydney. Says judge, Brad Grisaffe from production studio, Audiobrien: "A soundscape that delivered the mes- sage. I found myself listening intently to the commercial, more than I do to most. A subtle, clever way of expressing the passing of time (past to present) by the use of the voice as part of the soundscape and as the voice-over narration." Joan Warner, CEO of Commercial Radio Australia, said this year's Gold Siren winning ad provided a great example of radio's unique ability to deal with products that are a little more personal: "Products in pharmaceutical, hygiene and medical categories are particularly well suited for radio because you can have quite intimate conversations with the consumer," Ms Warner said. Ms Warner said the Siren Awards raised the bar each year in terms of creativity and originality. "There have been nearly 600 entries this year - a fantastic result which shows how important this Award has become. Also, the success of past winners and entrants at Cannes is testament to the fact that great work is being achieved with radio ads in Australia," Ms Warner said. Last year's Gold Siren winner, a controversial commercial called '21st Birthday' for Adults Surviving Child Abuse (ASCA), written by Steve Dodds from Whybin\TBWA, Sydney, was one of five Siren win- ners shortlisted for the Cannes Radio Lions in 2009. The national Siren Awards, now in their sixth year, are run by Commercial Radio Australia and are designed to recognise the best radio advertising in the country. A winner is announced in each of the three categories: single, campaign and craft as well as an overall win- ner who receives the Gold Siren. The awards are judged by the Siren Creative Council, comprising cre- ative directors and producers from advertising agencies and studios from throughout Australia. Gold Siren winners Julian Schreiber (left) and Tom Martin from Clemenger BBDO, Melbourne Silver Siren winner Andrew Garrick (Network 10) Silver Siren winner for Craft Paul Taylor
January February 2010