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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : March April 2008
RA DIO AWARDS M&CSaatchi/Mar An ad described by its writers as “3D radio”, has won the overall and single categories for round five of the 2008 Siren Awards, making it eligible for the Gold Siren, to be announced at the Siren Awards in Melbourne on May 9. The Sydney Dogs and Cats Home ‘New Trick’ spot was written by Josh Bryer and Hamish Stewart from M&C Saatchi/Mark, Sydney. Written for Sydney Dogs and Cats Home, the ad called ‘New Trick’ was written to raise money for ken- nelling of dogs and cats and to help find homes for homeless animals. Bryer and Stewart cl aim t he ad contains an ultrasonic frequency (at 20,000Hz) mi xed u nder t he voiceover, whic h is a s ound that humans can ’t h ear bu t dog s can . They claim that when dogs hear the ad, they react by bark ing or whin- ing: “Our client told us of a surge in demand for dog adoption in rural are as a nd as ked how we cou ld aff ordably and effe ctivel y re ach potential dog adopters in the coun- tryside. While doing so, we wanted to s tri ke a power ful emot ion al chord with the audience.” They descr ibe their ad as “3D radio. Rad io that g oes be yond th e usual dimensions of advertising to affect the environment in which it’s heard. When people s aw or he ard their dogs react ing t o t he a d, the illusion of empathy was c reated: i t seemed their dogs were telling them to help ours.” Judge and previous round winner, Frances Webb from Leo Burnett in Mel bou rne said t he commercial was an innovat ive way to u se t he medium. “Imagine your surprise if your dog started whining along to a radio spot.” Ther e wer e thr ee h ighly c om- mended entries in the single catego- ry. They were ‘Tight Dress’ fo r HBA Health Insurance wr itten b y Richard Williams and Ant Phillips via Clemenger BBDO Melbourne; ‘Cor ey’s Part y Hot line’ for Melbourne Airport, written by Scot van den Dr iesen and M al Chambers f rom Smart, Melbourne and ‘Val entine’s Day’ for the Advertiser Newspaper, written by Greg Aldous and Jam es Ri ckard from agency, KWP! Adelaide. Winner of the campaign category was a series of three ad s for Fo rd using Australian cricketer s, called ‘Getting Burnt’, ‘Wuss’ an d ‘Th e Runs’ . Th e campaign was wri tten by John Skaro and Ro ger Na nce from agency, JWT Melbourne. John Skaro said about the cam- ROUND ONE, 2009 IS OPEN NOW AND CLOSES MAY 30. ENTRY IS FREE AT sirenaward.com.au 8 CAM PA I GN B RIE F paign: “The idea for the radio cam- pai gn was actual ly born ou t of spending a couple of days with the Te st cr icket ers , when we wer e shooting the Ford Backyard Cricket television commercials. We basical- ly g ot t o k now t hem a bit an d learned about t he kind of thin gs they t ake the piss ab out. T hings like each ot her 's hai r s tyles , age etc... And s ince the campaign idea Roger Nance and John Skaro from JWT Melbourne - campaign winners of Round 5 was based around fr iendly r ivalry, we thought the i dea o f ‘ serious’ news reports about their latest per- sonality ‘clashes’ could result in some funny ads. Hopefully, it did.” Winner of the craft c ategory wa s Matt Dickson from DMG Radi o Australia who was sound engineer, creative director an d p roducer of the ad cal led ‘Cloverfield ’ for Paramount Pictures. Judge and previous winner, Pa ul McCosh from studio, Risk So und said the ad was a s imple idea that was well designed and has maxi- mum impact on the listener : “I chose this as the best craft for its timing of the radio announcer cut- ting back in as she screams in des- peration and horror.” Highly commended in the craft category was the ‘Do Something Cool’ s pot f or t he Brisbane City Council. The ad was produced by sound engineer, Ross Batten from production studio, Cutting Edge in Br isbane with CD, Rem Bruijn from agency, Make, Brisbane. MARCH /AP RIL 200 8 Josh Bryer and Hamish Stewart from M&C Saatchi/Mark, Sydney - overall and single winners of Round 5 wins round fiveof Siren Awards kSydney team
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May June 2008