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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : January February 2008
RA DIO AWARDS Leo BurnettMelbourne’s Frances Webbwins round4of Siren Awards An ad encouraging people to change their mindset about people with disabilities using the voice of Penny, who has cerebral palsy, has won the overall and single categories for round four of the 2008 Siren Awards. The ad for SCOPE, called ‘Do I sound different to you?’, was written by Frances Webb via Leo Burnett, Melbourne. Frances Webb - single and overall winner of round four SCOPE, Victoria is a not-for-profit organisati on providing d isability se rvices thr ough out Victo ria to thousands of c hildren an d adu lts with phys ical and mul tiple di sabili- ties. Writer Frances Webb fr om L eo Burnett in Me lbourne sa ys the commercial i s unique be cause it is very re al and touching and m akes people c ry: “What also mak es t his charity s pot differen t is it do esn’t point fingers at the public and make listeners feel guilty, but encourages us to change our mindset.” Ms Webb said her inspirat ion for the radio ad was working with peo- ple wi th disab ilities. “I ha d p revi- ously recorded radio spots featuring talent with cerebral palsy and it was an ey e-opening experience. O ne pa rt icul ar t ale nt, Joel, who is severely disabled, is funny, passion- at e abou t A FL and incred ibly cheeky. He re ally i sn’t just a guy stuck in a wheelchair. S o how can we educate the public to see beyond his disability? By making people like Joel sound just like us, a nd radi o wa s th e pe rfec t choice f or the impact of the ad.” Judge and previous round winner, Julian Sch reiber from Clem enger BBDO, Melb ourne sai d about the winning ad: “A clear stand o ut for me. It’s not just an idea, but an idea that cleverly utilises the radio medi- um”. Ms Webb said the most important thing w hen crea ting an effective radio co mme rc ial was a simp le 10 CAM PA I GN B RIE F message that s tands out a nd one that people want to listen to. Ther e wer e thr ee h ighly c om- mended entries in the single catego- ry. They were ‘Hear ing Test ’ for IKEA, written by Dav T abeshfar from agen cy, 303 G roup; ‘No Pauses (Man)’ for Connex, written by Br endan Gre ane y from Leo Burnett, Melbourne and ‘Eviction!’ for the St Vincent de Paul Society, written by Gary Dawson and Rocky Rana llo vi a Clemenger BBDO, Sydney. Winner of the campaign category was ‘i ce. It ’s a dirt y drug’. Pr odu ced for the Vict or ian Gov ernmen t’s Depar tment of Human Services, the campaign fea- tures several ads h ighlighting t he dangers of ice including depression, aggression and paranoia. The cam- pa ign was wri tten by Daniel Pollock, Laura Hunter an d Da vid Ponce de Leon from L ifelounge, Melbourne. Highly commended in the cam - paign category was a s eries of ads cal led ‘Magn ifi cen t Balls ’, ‘Disclaimer’ and ‘Promo’ for Fosters VB, written by J im Ingram and Ben Couzens from GPY&R, Melbourne. Winner of the craft ca tegory was ‘Galaxy Wars Part 2’ f or Ho lden Astra, produced by Paul McCosh at studio, Risk Sound with creative dire ct or , Go rdo n H ayn es f rom McCann-Erickson, Melbourne. Judge and p revious winne r, Ross Batten from studio, Cu tting Edge said about the winning c raft a d: Daniel Pollock, Laura Hunter and David Ponce de Leon - campaign winners of round four We hear a mid-twenties girl speaking in a clear, casual manner. FV 1:I have a disability. I slur and have trouble speaking. But, do I sound any different to you? I hang out with my friends. Get the tram to work. I eat out. Watch tele. Hate housework. You see, the only time I do sound different.… The female speaker’s voice transitions to a disabled girl with slurred speech. FV2:.. is when you hear me speak. FVO: See the person, not the disability. Donate today at scopevic.org.au and support thousands of Victorians with disabilities. “Congrats to the winner, what can I say other than nice! The spot is a joy to listen to; nice sound, nice voices, nice timing.” Highly commended in the craft category was an ad called ‘Paddy’s Ale House’ for Paddy’s Ale House in Perth. The ad was produced by sound engineer, Jerimiah Busniak from Macqua rie Southern Cross Media (HOT FM/Radiowest) with creative director, Simon Healy. Judge Ross Batten said of this ad: “You set to appeal to an audience and without a doubt you would! Nice wacky sound and effects”. The national S iren Awa rds are run by Commercial Radio Australia and are designed to recognise the best radio advertising in the coun- try. T he awar ds pr omot e t he importance of creativity as a way to make radio advertising more effec- tive. Entries for round 5 are now open and close on February 26. Winners of the 2008 Siren Awards will be announced in Melbourne early in May and the awards cere- mon y wi ll co incide wi th a Masterc lass, including some great informati on and speaker s about producing great radio ads. From next month the Sirens web- site will also feature a studios direc- tory, listing reputable production studios, which will provide a great resource for radio creatives looking to produce a radio ad. For more information visit the dedi cat ed webs ite www.s ire- nawards.com.au J ANU ARY /FE BRU ARY 2 008
AWARD Awards 2007
March April 2008