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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : July August 2008
UP F RONT R AD IO Gorilla’s ThomasDuncan-Watt takes out round oneof2009Siren Awards An ad for Viewsonic, which rose to the challenge of a brief to “create a radio ad demonstrating superior picture quality” has won the overall and single categories for round one of the 2009 Siren Awards. Written by Thomas Duncan- Watt from agency Gorilla Communications, Sydney, the commercial called ‘Amazon’ describes the picture quality of Viewsonic’s LCD monitors. Judge and previous r ound winner, Josh Bryer from agency M ark i n Sydney said the ad was a clear win- ner: “A g reat an d simple id ea, beautifully crafted, wi th excell ent sound engineering. And a brilliant answer to a very tough brief.” Duncan-Watt said the ch allenge of the brief was also his inspiration: “I feel like it is the kind of radio ad that you can listen to several times and always hear s omet hing n ew. The l evel of detail a nd e ffort that went into the production i s re ally evident in that way. Then again, for a machine that can prod uce mor e colours than a tel evisi on s creen, what better medium than radio?” There were two highly commend- ed e ntries in the sing le category. They were written by Ryan Albuino and Andrew Chu from Marketforce Perth for Lotterywes t a nd were called ‘More Words – Weatherman’ and ‘More Words – P ilot ’. Th ese two spots were also part of a c am- paign of t hree that won t he cam- paign category for Lotterywest. Judge and previous round winner, Josh Bryer from agency M ark i n Sydney s aid about th e campai gn winner: “More Words i s a c lever and engaging idea, bought to life in three significantly different ways – all with good audio c raftsmanship behind them.” Highly commended in the cam- paign category was a se ries of com- mercials called ‘Find Your Animal’ for Per th Zoo , writ ten by Kurt Beaudoin and Josh Edge from The Viewsonic ‘Amazon’ SFX: We hear a trickling stream and, gradually, various animal noises. The noises slowly evoke a lush rainforest. Thomas Duncan-Watt from Gorilla, Sydney Ryan Albuino and Andrew Chu from Marketforce Brand Agency in Perth. Winner of the craft ca tegory was ‘Flying Kn ee’ for the Epwor th Foundation with s ound en gineer, James Ashton from production stu- dio, Risk Sound in Melbourne. The national Siren A wards a re run by Commercial Radio Australia and recognise the best radio adver- tising in the country. The awards promote the importance of creativi- ty in making radio advertising more effective. To enter visit the dedicated web - site www.sirenawards.com.au Frog: Red red red red red red red red Canopy bird: Blue, blue, blue, blue Ducks: Black! Black!.... Black! Black! Tiger: Browwwwwwwwnnnnnn Canopy Bird 2: Yellow, yellow, yellow, yellow Gorilla: Blue! Blue! Blue! Blue! Eagle: Greeeeeeen! Greeeeeeen! SFX: Stampede beings, the animal noises become more frequent and more intense. FVO: For incredibly intense natural colour, choose Viewsonic’s professional VP series of LCD monitors with Opticolour technology. Viewsonic. See the difference. 2008 CANNES RADIO LIONS: FREE CD NEXT ISSUE Look out for the annual special radio wrap edition of September’s Campaign Brief, which celebrates Australian radio creative and also the industry’s success at the Cannes Radio Lions this year. The exclusive CD tip-on, showcasing all the winners from the 2008 Siren Awards and the Cannes Lions radio winners, is the definitive radio reel of the year. The special commercial radio feature in next month’s wrap edition will detail the story of the Silver Lions winner and how one of its writers, Paul Reardon, has been 8 CAMP AI GN B RIEF successful in Cannes two years running. Our September wrap issue also features an in-depth look at the impact of digital radio which starts next year – what’s in it for advertisers and advertising agencies, and how to maximise its benefits. The annual Campaign Brief Radio Wrap also highlights Round 2 winners of the Siren Awards and there are details on how you can be a part of the Cannes journey for 2009. Don’t miss the bumper September edition of Campaign Brief – the one with the FREE CD of the world’s best radio commercials. ? JU L Y /AUGU ST 2 0 08
May June 2008