Gatecrasher, Perth makes clean sweep of Round 2 of 2012 Siren Awards with AA radio campaign

sirens.jpgA radio campaign for Alcoholics Anonymous (AA), created by Gatecrasher Advertising,Perth, has made a clean sweep of round two of the 2012 Siren Awards, winning all four categories - single, campaign, overall and craft.
The single spot, called "Mummy", won the overall, single, and craft categories. It was also one of three ads in the AA campaign which took out the campaign category.


The spots, written by Des Hameister, are very confronting about the effects of alcohol on everyday situations. Says Hameister: "At the end of the day, alcoholics don't just hurt themselves. And this spot empathises with that fact in an impactful way.
"The insight that alcoholics don't need to be told they've got a problem, they simply need to know that there's a solution." Hamester said keeping things simple and single-minded was the most important thing to remember when creating an effective radio commercial.
The 'Mummy' spot also won the craft category and was produced by sound engineer, Marty Braine from production studio, Brainestorm in Perth.
Highly commended in the single category were three ads: "Co-worker", also part of the AA campaign, as well as an ad for Coopers Premium Light called "Coopers Legend of Light - Glen Richards ", written by Steve Williss from kwp! Advertising, Adelaide.

The third highly commended spot in the single category was for the Motor Accident Commission of South Australia - Youth Road Safety. It was called "Lose you're licence and your screwed - Booty Call" and was written by Matt O'Grady, Amy Weston and Dave Lawson from Clemenger BBDO, Adelaide.
There were two highly commended in the campaign category: "You're not listening " for the WA Office of Road Safety, written by Emma Clowes, Dav Tabeshfar, Richard Berney and Liam Riddler from 303 Group, Perth and "Boring, Clive, Eric & Life" for client, CD Dodd, scrap metal recyclers, which was written by Steve Brown from Rare, Perth.
Highly commended in the craft category were three ads: "Jen" part of the AA campaign, produced by sound engineer, Marty Braine from production studio, Brainestorm in Perth as well as an ad for Edith Cowan University called "ECU Mix 2", produced by sound engineer,  Nick Gallagher from production studio, Brainestorm in Perth and an ad called "Glen Richards" for Coopers Premium Light, produced by sound engineer,  Ralph van Dijk  from production studio, Eardrum along with Steve Hessell from Plush Films.

The national Siren Awards are run by Commercial Radio Australia and are designed to recognise the best radio advertising in the country.


Malcolm said:

Congrats, Des. A well-deserved win.

Dav said:

Love those AA spots. Very sobering resolve. Hopefully just the start of the awards haul too.

Skarby said:

Great ads, nicely produced. Well done.

b said:

Great use of sound to make the web address.

100%percent said:

Thank you Andrew Woodhead for not entering the sirens this round. You made some Perth dude really happy. :)

The Fog said:

Well done Marty you old dog

The Frog said:

Well done Marty

Neil said:

Good on you guys, great work!

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