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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : September October 2007
RAD IO Keenan and Beaver Round2Winners: Clean sweep for Grey’s BinYour Butts commercials A series of radio spots for the Victorian Government urging people to bin their cigarette butts and based on actual prank calls, has won the overall and campaign categories for round two of the 2008 Siren Awards. WRITERS OF THE CAMPAIGN, Ben Keenan and Connor Beav er fr om agenc y Grey Wor ldwid e in Melbourne are also the first winners to take out a clean sweep of a Siren round, with one of the ads in the campaign, ‘Lost and Found – male’ also winning the single category. The campaign cal led “B in y our Butt s – Los t and Fou nd” , for Sustainability Victoria wa s pra ised for its effective simplicity by pr evi- ous round winners, an d ju dges Simon Johnson and Ed Jame s from DDB Sydney. “The Bin Your Butts radio cam- paign stood out for us beca use it communicated a simple message in a real, honest way. In the single cat- egory, again it was the simple idea tha t stoo d out ahead of s everal other equally well-executed spots.” Three ads were highly commend- ENTER NOW: www.sirenawards.com.au 26 CAM PA I GN B RIE F ed i n t he campaign cat eg or y: Ca rlton Drau ght ‘A dver tisin g Computer’ for Fosters, written b y Ant Keogh and Grant Ru therford from Cl emen ger BBDO , Mel- bourne; ‘Great Beer Inventions’ for snackfood , B ee rka, wr itt en by Brendan Greaney and David Ponce An unsuspecting smoker receives a call from a lost and found department employee. MV: Hello. Jill: Hi it’s Jill from lost and found. MV: (confused) Hi. Jill: We found it! MV: Sorry, who.. what are? Jill: The cigarette butt. The butt you dropped on Acland Street in 1998. Look we just fished it out of the bay and thought you might like it back. MV: While would I want it back? MV: Yeah they’re made of this plastic acetate stuff; they last for ages, like up to 12 years. MV: Are you serious? Jill: Most of its poisons have leached out but it’s still intact. When can you pick it up? MV: Ok, thank you, bye. MV2: Don’t be as tosser. Bin your butts. FV2: Authorised by the Victorian Government Melbourne. de Leon fr om Leo B urnet t i n Melbourne and ‘Junk Food’, ‘Hits’, ‘Monsters’, ‘Dr eams’ for Open Fami ly Austr al ia, wr itten by Brendon Guthrie and Tim Holmes from Grey Worldwide, Melbourne. Two ads were highly commended in the single category, both from the ‘Great Beer Inventions’ cam- pai gn: ‘Shoppi ng Troll ey’ and ‘Urinal ’ - wr it ten by B rend an Greaney and David Ponce de Leon from Leo Burnett in Melbourne. Winner of the c raft category was ‘Black Widow Trackers’ for Black Widow, wi th sou nd engineer , Gregg Sin cla ir from Aus tralian Radio Network (ARN). Creative director was Lisa Burton. Judge and previous winner, Dylan Stephens from Ri sk Sound said: “I liked the Black Widow commercial due to its realism. The sounds are real and as the l istener y ou can visualise the situation quite easily.” An ad called “Shower” for Rent Rescue was highly commended in the craft category. Sound engineer was Marty Braine from Brainestorm Productions and c reative director was Ron Samuel. SE PT E MBE R/OCTOB E R 2 007
November December 2007
July August 2007