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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : CBNAT JAN-FEB 2013
CAMPAIGNBRIEF JANUARY/FEBRUARY 2013 RADIO HOELTER AND MORGAN SAID the spot was inspired by a scene in the movie Uncle Buck: "There was a great scene in the movie where John Candy and Macaulay Culkin have a really dry, rapid-fire ques- tion and answer conversation and we thought it might funny to do something similar in a radio ad. "Effective radio has to be single minded. But the best ideas also leverage the benefits of the medi- um. It's nothing new, but radio gives you the power to trigger peo- ple's imagination, better than any other medium." Winner of the single and overall categories in round three and a judge in round four, Andrew Woodhead from Leo Burnett Melbourne said: "Anyone who's written retail radio knows it's almost impossible to be engaging DDB Sydney's McDonald's spot wins round fourof2013 Sirens when your list of mandatories include the price, the product ingredients, the opening times and the jingle. This ad manages to do it all without compromising the enter- tainment value." The 'Amazing' ad is now in the running to win the best radio ad of the year, which will be announced in May. Writers of the best radio ad for 2013 win airfares, accommoda- tion, plus automatic entry and tick- ets to this year's Cannes Lions Festival of Creativity to be held 16- 22 June. For the second year run- ning, the client of the Gold Siren winning ad also wins a trip to Cannes and the festival. The campaign category winner in round four was the series of three ads for Britax Safe'n'Sound child car seats. Written by Eamonn Dixon and Daniel Grech from agency DDB Melbourne, the series of ads cleverly paint a picture of the danger of other drivers on the road and why listeners should purchase a Britax Safe'n'Sound seat. Winner of the craft category was the SA Tourism 'Back in the Day' spot produced by Ralph van Dijk (Eardrum) and Abby Sie (Song Zu). In the spot, comedian Fiona O'Louglin reminisces about family holiday road trips. A further three spots were highly commended in the single category; another McDonalds ad from Hoelter and Morgan of DDB Sydney titled "Lucky Day", "Kirsty" from the Britax Safe n Sound campaign by Eamonn Dixon and Daniel Grech and Whybin TBWA's spot for Nissan Motor Co titled "It's Hard to Picture It -- HIT" written by Chris Ellis. Others highly commended in the craft category was another spot for the SA Tourism Commission called "Ages Ago", a Nova 106.9 Brisbane ad produced by sound engineer, Ben Clayton for Queensland Theatre Company called "Photographs" and a spot for the University of Canberra by Production Alley sound engineers Rodney Lowe and Nic Buchanan. Says Chief executive officer, Commercial Radio Australia, Joan Warner: "The entries into the Siren Awards continue to be highly cre- ative and showcase radio as an effective advertising medium." The national Siren Awards are run by Commercial Radio Australia and are designed to recognise the best radio advertising in the coun- try. For more info visit the dedicat- ed website: sirenawards.com.au Overall and Single winners Richard Morgan (left) and Cameron Hoelter A radio commercial for McDonalds called 'Amazing' won the single and overall categories in round four of the 2013 Siren Awards. The spot was written by Cameron Hoelter and Richard Morgan from agency, DDB Sydney for the McDonalds McValue meal.
CBAT NOV DEC 2012
Campaign Brief May-June 2013