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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : CBNAT SEPTEMBER 2013
CAMPAIGNBRIEF SEPTEMBER/OCTOBER 2013 RADIO For claiming the Gold Siren, the winning writers John Mescall and Pat Baron received flights, accom- modation and tickets to the 2013 Cannes Lions, where the campaign was the most successful of all time. Another person who enjoyed revel- ling on the Riviera was the client, who also scored a trip to Cannes as part of the Sirens prize. Says chief executive officer of Commercial Radio Australia, Joan Warner: "Clients play a vital role in providing a clear vision for success- ful radio campaigns, and we're delighted and proud to acknowl- edge them in the prize." The rail safety campaign was a viral hit across numerous platforms, though it began its meteoric ascent as a radio ad. Sirens judges, Brad Grisaffe from Audiobrien and Paul Le Couteur from Flagstaff Studios, were effusive in their praise for the campaign. Grisaffe said: "Everyone loves a catchy song: clever lyrics with a strong message and a simple melody that you just can't get out of your head. . .the benchmark for pop success! In this case, all the right elements for great radio adver- tising. Once you hear it, you won't forget it....in fact, you'll probably be thinking about the message while singing it in the shower." Adds Le Couteur: "Sometimes we just need the obvious stated before we get things. 'Dumb Ways' man- ages to charm its simple message through the ether and really get in your head. If you're going to do music, do it well. Yep, tick. Humour, charm, communication and cut through ....tick, tick, tick!" The winning team said: "So our idea was to embed our rail safety message into a song: a piece of con- tent so desirable, that our audience would not only willingly listen to it, but if we put it on iTunes, maybe actually pay money to own it. I guess the inspiration was to make a radio ad that was nothing like a radio ad, but a lot more like the content on either side of the ads: the music. "We tried to make a radio ad that was nothing like a traditional radio ad. It's a song first and foremost with a subtle but unmistakable mes- sage embedded into it. The fact that a lot of radio stations around the world have chosen to play the 3 minute version of our ad for free, as part of their music programming, tells us that we may well have pulled it off." The national Siren Awards are run by Commercial Radio Australia and are designed to recognise the best radio advertising in the coun- try. Winning ads are announced in three categories: single, campaign and craft. The winner of each cate- gory receives a Silver Siren and the overall winner is awarded the Gold Siren. The awards are judged by the Siren Council which is com- prised of creative directors and pro- ducers from leading ad agencies and studios throughout Australia. The Silver Siren winner for the craft category was an ad for anti- bullying organisations, including Bullying No Way, Project Rockit and Reach Out, called 'Earphone Bully', produced by sound engi- neers, Ralph van Dijk and Michael Bates, from production studio, Eardrum in Sydney. Judge, Tommy Cehak from agency, JayGrey in Sydney, labelled the pioneering ad "a haunting and disturbing entry that's expertly crafted and uses the radio medium in an innovative way." The spot, which needs to be lis- tened to with earphones, puts the listener in the shoes of a silent vic- tim. This creates a powerful role- play tool to prepare kids for school- yard bullies and importantly, gives them ways to speak up about it. Earphone Bully can be customised by any anti-bully organisations to add local support details. It can also be personalised when passing onto friends, with the Earphone Bully knowing nearly 600 names. Joan Warner said the high calibre of Siren Awards entrants reflected an industry that continues to push boundaries both creatively and technologically: "The entries are becoming stronger every year, and it's also apparent that as a medium, radio is ideally suited to providing effective and innovative advertising solutions in the digital age. That our winners went on to such inter- national acclaim shows that Australian radio advertising is testa- ment to the strength of the industry in this country." The 2013 Siren Awards have enjoyed another successful year, once again showcasing the best Australian radio advertising on offer. The ninth year of the awards will be remembered for the triumphant performance of McCann Melbourne's "Dumb Ways to Die" campaign for Metro Trains, from which the Gold Siren winner for best radio ad, 'Set Fire to Your Hair' was drawn. The same spot claimed a Silver Siren for the single category, while the overall campaign picked up silver in the campaign category. Gold Siren winner 'DumbWaystoDie' goesontoCannes Grand Prix glory Siren winners: Pat Baron and John Mescall from McCann Siren winners: Chloe Alsop (Metro Trains), Adrian Mills (McCann) and Leah Waymark (Metro Trains)
Campaign Brief May-June 2013
CBNAT NOV-DEC 2013