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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : May June 2008
RA DIO AWARDS Julian Schreiber (left) and Paul Reardon hold up their Gold Sirens - next stop Cannes DDB Sydney’s Ed James and Justin Carew with Siren Awards hosts RACV‘DISCLAIMER’WINSGOLDSIREN A radio spot for RACV Financial Services called ‘Disclaimer’, written by Paul Reardon and Julian Schreiber from Clemenger BBDO in Melbourne, won the 2008 Gold Siren award for best radio ad of the year. It is the second year in a row that Paul Reardon and also Clemenger BBDO Melbourne have won the Gold Siren. The spot was automatically entered into the Cannes Radio Lions to be held in mid June at the Cannes Advertising Festival. THE SIREN AWARDS WERE JUDGED by the Si ren Creative Coun cil, comprising creative d irecto rs and producers from advertising agencies and studios throughout Australia. Jud ge, Rem Bruijn from ag enc y Ma ke i n B ri sbane said : “ The RACV ad was awarded the o verall Gold Sir en, not only b ecause it turned r adio advertising’ s biggest nega tive into a po sitive , b ut a lso because it was thoroughly engaging and e nj oyable t o list en t o. Beautifully written, c ast, direc ted and performed.” The RACV c ommerc ial for car loans plays humorously on the need for di sclaime rs in a ds, wi th the majority of the 60 second ad being taken up with an argument between the man doing th e discl aimer an d the voiceover man. Says writer Paul Reardon: “It was purely circumstance, t o do an ad for an RACV car loan, which unfor- tunately required almost 30 seconds of legal dis clai mers, so it made sense for us to make such an over - whelming element o f t he ad t he idea. Also discl aimers are a ch al- lenge every crea tive who w rite s radio has to face. How do we make them fi t i n an d n ot sou nd lik e they’re undo ing all the impa ct the ad had before all th e leg al j argon kicks in. It was great to write an ad where the ad and disclaimer literally had a fight.” A series of ads for th e National Association for Prevention of Child Abuse and Neglect (NAPC AN) , which aims to prevent child abuse, called ‘Children See Children Do – Alcoholic/Football/Husband/Racist/ Traffic’, writ ten by Ju stin Ca rew, Charlie Cook, Ed James and Simon Johnson from DDB Syd ney, won the campaign category and a S ilver Siren Award. Writer Charlie Cook said the cam- paign goes where people are scared to go and c onf ronts th e issu e o f 10 CAM PA I GN B RIE F MAY /JUN E 2 008 child abuse head on. The othe r wi nner inclu ded a Silver Sir en Award for th e 20 08 craft category, awarded t o st udio, Sound Reservoir in Sydney, for the Work Aga inst Culpab le Driving (WACD) ‘Police Radio’ spot. The commercial was produced by sound engineer, Paul Taylor a nd written by Damian Fitzgerald. Judge, B rad Grisaffe of Audiob rien , Sydney said: “Th e WACD spot captured what this cat- egor y is all about: cre ativ e aud io production. As a listener, you ar e made to think that you are acciden- tally overhearing a re al police com- municat ion bet ween P olice Despatch and the scene of an acci- dent. The “ear to detail” in creating this totally believable s oundscape comman ds you r at tention an d leaves you feeling unco mfortable. In my min d it was w itho ut pier amongst the other worth y entrie s. This is great use and understanding of the medium r esu lting in an engaging bit of radio.” The chi ef exec utiv e o ffic er o f Commercial Radio Australia, Jo an Warner said the standard of entries in the Siren Awards continues to rise each year: “The Siren Awards provide a fantastic opportunity for excellent Australian radio creative to be recognised both at home and ag ain at Canne s, alongside the world’s best. Each year the Siren Awards continue to raise the bar in terms of creativity and originality and this year, the Awards received a record number of entries – over 570 – up nearly 90% on last year.” This year’s Siren winner is the fourth in a row from an agen cy base d in Melb ourne. Last year’s winner was a two minute commer- cial for Snickers called ‘Hoedown’, written by Paul Reardon and Jonas Peterson from Clemenger BBDO in Melbourne, which went on to win the Cannes Radio Grand Prix – the first Australian radio commercial to do so. The 2008 Gold Siren winner was announced at the awards breakfast in Melbourne last month (May) hosted by Nova’s drive time show ‘The Wrong Way Home’ - Akmal Saleh, Cal Wilson and Ed Kavalee. Watch out for the September issue of Campaign Brief featuring a special wrap and CD of the S iren Aw ard winners and also the 2008 Cannes Radio Li ons winners. Th is will be a must-have r eel o f th e ve ry be st radio c ommercials in t he wo rld - and an is sue no t to be missed! Enter Round 2 now at: www.sirenawards.com.au
July August 2008
March April 2008