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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : September 2010
RADIO 32 CAMPAIGNBRIEF SEPTEMBER/OCTOBER 2010 Judge, David Roberts, creative from US Sydney said about the winning spot: “Great story, great casting. By far the best ad ever done about a red eyed tree frog.” Writers, Josh Edge and Rikki Burns said the most important elements in creating effective radio ads were: “Cut-through. Space to breathe. Great talent. Time. And a client that understands the medium.” They said about the inspiration for their ad: “At first we tried forced association techniques, like getting a tortoise to mate with a gazelle. When that appeared to fail, we instead focused on the fact that people tended to look like the ani- mals they loved. Like how my mum likes Golden Retrievers. And how Val Kilmer likes Puffer Fish.” There were two highly commend- ed ads in the single category. Both talk about the effects of stroke for the National Stroke Foundation and were called ‘Emma - Mirror’ and ‘Glen - Vocal Chord’. Both spots were written by Josh Armstrong, Chris Shoolman and Sanjay Rego from DraftFCB in Melbourne. Winner of the campaign category was also the National Stroke Foundation, with a campaign encouraging people to check their A radio spot promoting Perth Zoo has won the overall and single categories for round one of the 2011 Siren Awards. The spot called “Red-Eyed Tree Frog” was written by Josh Edge and Rikki Burns from The Brand Agency in Perth. The Brand Agency’s Perth Zoo spot takes out round oneofthe 2011 Siren Awards blood pressure. The campaign called ‘A stroke makes even the simplest things hard’ , includes the two highly commended ads in the single category. Highly commended in the cam- paign category was ‘Sports Slurpee’ promoting slurpees for 7-Eleven. The ads were written by Andrew Woodhead from agency, Leo Burnett, Melbourne. Winner of the craft category was an ad for Adelaide Zoo called ‘Bath’ which promotes an unusual Mother's Day gift to encourage people to visit the Zoo. It was pro- duced by sound engineer, Martyn Zub from production studio, Oasis Post in Adelaide. There was one highly commended ad in the craft category. It was an ad for the Red Square Complex called ‘Red Square Re-Born’, pro- duced by sound engineer, Eddie Bye from production studio, Nova 919 in Adelaide. The national Siren Awards are run by Commercial Radio Australia and are designed to recognise the best radio advertising in the coun- try. This year there are some new elements to the Awards including: • T he round judging will now include two judges from the Siren Creative Council as well as the win- ner of the previous round. • The 2011 Siren Awards will also include an additional award known as the Siren Client Award. This will be won by one of the five overall round winners and will be judged by a panel made up of clients - rather than agency creative direc- tors. The client panel will be made up of the clients who commissioned the winning Gold and Silver Siren winners from the year before and invitations will also be made to spe- cific category guest judges. The Award will be a cash prize of $5,000. For more information visit the website: www.sirenawards.com.au. The Brand Agency’s Rikki Burns and Josh Edge - won the Single and Overall categories of round one of the 2011 Sirens Josh Armstrong, Chris Shoolman and Sanjay Rego from DraftFCB, Melbourne - Highly Commended Martyn Zub (Oasis Post) - winner of Craft category
May June 2010