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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : CBNAT SEPTEMBER 2013
RADIO CAMPAIGNBRIEF SEPTEMBER/OCTOBER 2013 DDB's VW Fatigue Detection spots take out round oneof2014 Sirens A series of ads promoting Volkswagen's Fatigue Detection Technology via DDB Sydney has won the campaign and overall categories in round one of the 2014 Siren Awards. The 'Road', 'Drive', 'Street' campaign was written by Jim Curtis and Ryan Fitzgerald. 'Road' also won the single category, and was highly commended in the craft category. The winning writers said: "The bones of the ad came out of the rhythmic sound car tyres make when driving along freeways. It seemed to be a good place to start when thinking about fatigue." "Radio is one of the most enjoy- able mediums to work with. You can literally think of anything with- out the worry of 'how the hell are we going to shoot that?' Hopefully through winning this, we'll be able to add some more radio to some of our upcoming campaigns." Judge, Paul Le Couteur from Flagstaff Studios said: "This cam- paign really does use hypnotic tech- nique to lull us into a place where we really get the point that fatigue is a major factor in road accidents. So why are we smiling? Great writ- ing and production makes this cam- paign sing." Judge, James Rickard from kwp! added: "Simple. Intriguing. Compelling. With the product at the heart of the idea." The "Road/Drive/Street" cam- paign is now in the running to win the Gold Siren for best radio ad of the year, which will be announced in May 2014. Writers of the best radio ad for 2014 win airfares, accommodation, plus automatic entry and tickets to the Cannes Advertising Lions Festival in June 2014. The client of the Gold Siren winning ad also wins a trip to Cannes and the festival. Winner of the craft category was the ad titled "Squirrel Monkey" , produced by Ralph van Dijk (Eardrum) and Paul Taylor (Sound Reservoir) for Perth Zoo. The humourous ad was also highly com- mended in the single category. Two further series of ads were highly commended in the campaign category; a Mother's Day campaign for the City of Perth, "Burbs", by Marketforce's Alida Henson and Megan Riley, and BMF's "Enemies" campaign for Lion Nathan, written by Piero Ruzzene and James Ross-Edwards. Says chief executive officer, Commercial Radio Australia, Joan Warner: "The entries into the Siren Awards are always highly creative and prove just how effective radio is as an advertising medium." Round One Craft category winners Paul Taylor (Sound Reservoir) and Ralph van Dijk (Eardrum) Round One Campaign and Overall winners Jim Curtis and Ryan Fitzgerald
Campaign Brief May-June 2013
CBNAT NOV-DEC 2013