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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : May June 2007
SI R EN AW ARDS Paul Reardon (left) and Jonas Peterson, winners of the Gold Siren for their two minute spot for Snickers via Clemenger BBDO, Melbourne Joan Warner, chief executive officer of Commercial Radio Australia thanks Campaign Brief for its support at the Sirens breakfast Winner of the Silver Siren, George Freckleton from agency AJF Partnership, Melbourne celebrates with Andy Lee from Austereo SNICKERS SPOTWINS GOLD SIREN A commercial for Snickers called ‘Hoedown’, written by Paul Reardon and Jonas Peterson from Clemenger BBDO, Melbourne has won the 2007 Gold Siren award for best radio ad of the year, as well as a Silver Siren for winner of the single commercial category. As the Gold Siren winner, the Snickers spot will be automatically entered into the Cannes Radio Lions to be held in late June. The two-minute Sn ickers sp ot is the length of an entire ad break on radio and goes against the tradition of shorter, more frequently played radio spots. Judge and member of th e S iren Creative Council, comprising lead - ing creative directors from n ational advertising agencies, which judged the Award, and las t ye ar’s Gold Siren winner, John Mescall, creative director of Smart, Melbourne said: “Hoedown won because i t start ed life not as a radio commercial, but as an idea. And it was then brought to life f ree of the usual constraints most people put o n th emselves when creating a radio ad (it has to be 30 or 45 seconds, it needs a gag with a voiceover at th e e nd, et c, etc). So i t’s dif ferent, but s till rele- vant. Which is what we all look for in a good ad, re ga rdle ss o f t he medium.” Winners, Paul Reardon and Jonas Peterson said a good radio ad needs to be original, relevant, en tertain- Watch out for the September issue of Campaign Brief which will feature a special wrap and CD of the Siren Award winners and also the 2007 Cannes Radio Lions winners. This will be a must-have reel of the best radio commercials in the world - and is not to be missed! Enter Round 2 now at: www.sirenawards.com.au 18 CA MPA I GN B RIEF ing, well written and well executed. They say if an ad has the se quali - ties, it will probably h ave imp act and generate sales. Both like writing radio commer- cials because a good radio ad gets not iced: “Fewer t hin gs can g o wrong with radio ads, c ompared to for instance TV. You own the idea and it's up to you to make it sound the way it should sound. The same thing goes for TV, but there are less people involved in p roducing a radio ad. Radio is stil l cons idered the ugly stepchild, but that makes it more interesting.” A seri es of ads for B oag beer called ‘French’, ‘Teddy Bears’ and ‘Roses’, written by Glenn Dalton and George Freckleton from AJF Partnership in Melbourne won th e campa ign category an d a Si lver Siren Award. Judge Rem Bruijn from Br isbane agency Make said the three ads in the campa ign for J . Boa g & So ns were all wel l executed : “A f resh conceptual premise, nic ely writte n with a soundscape th at st ands out in the medium for the fact that it is so invit ing to listen to. It left me looking forward to hearing the next installments in the campaign.” The other Silver Siren Award win- ner was for the craft ca tegory, and was awarded to sound studio Song Zu in Sydney for an ad called ‘Shareholder ’. The a d w as p ro- duced by sound engin eer, Ro d Enright. Says Judg e, Brad Grisaffe of Audiobrien: “‘Shareholder’ s tood out amongst the other craft finalists because of its supe rb produc tion and execution of the brief. As a lis- tener, I was transported into the fic- titious Annual General Meeting set- ting…I felt like I was there.” Chi ef ex ecu tive offi cer of Commercial Radio Australia, Joan Warner said it was very pleasing that one of the industry brand cam- paign ads had been chosen a s a winner in the craft category - which recog nised t he impor tan t rol e played by sound engineers in mak- ing radio ads: “We have made a conscious effort to push the bound- aries in our radio campaign and set an example about what great results can be achieved - which has been recog nised today wi th a Si lver Siren,” Ms Warner said. She said the credibility and impor- tan ce of the Si ren Awar ds was gro wing e ach year. “The Siren Awards provide a fantastic opportu- nity for excellent Australian radio creative t o be recognised both at home and again at Cannes, along- side the world’s best,” Ms Warner said. This year’s Siren winner is the third in a row from an agency based in Melbourne. Last year’s winner was an a d for B ic P ens cal led ‘Chicken Inseminator’, written by John Mescall , Rebecca Newman and Malcol m Chamber s fr om Smart . The inaugural Gold Siren Award winn er in 2005 wa s the Victoria Bitter campaign, written by Josh Steph ens and Ben Coulso n from George Patterson Y&R, with creative director, James McGrath. The 2007 Gold Siren winner was ann ounced at a br eak fas t i n Melbourne last month hosted by popul ar Auster eo drive duo, Hami sh and Andy and featur ing renowned Aust ralia n comedia n, John Clarke. MAY/J UNE 2 007
July August 2007