Clemenger BBDO Melbourne's Ray Ali and Carlo Mazzarella take out Gold and Silver Siren for beyondblue radio campaign at 2018 Siren Awards

Screen Shot 2017-12-15 at 9.18.33 am.jpgRay Ali and Carlo Mazzarella from Clemenger BBDO Melbourne have taken out Australian radio advertising's top award, the Gold Siren, at the 2018 Siren Awards held tonight in Sydney.

The 'Sound Booth' spot, for client beyondblue, also won the Silver Siren for best single radio ad. The campaign aimed to raise awareness about anxiety and encouraging those with symptoms to seek help.

The Siren Awards are judged by the Siren Council, comprised of creative directors and producers from leading advertising and creative agencies and studios across Australia.
The spot completed a trifecta by also winning the Client Award, a $5,000 cash prize which is judged by a separate panel of clients, rather than agency creative directors.

Ali and Mazzarella (pictured above) said the most effective radio ads are those that are not too complicated: "Working on the anxiety campaign, we learned how crippling a condition it can be, often stopping people from finishing things they want to achieve. We thought that this could be a pretty powerful concept to explore."
 
The awards were hosted by comedian Cam Knight and attended by creative writers, directors and producers from leading creative agencies and executives from the radio industry.

Tim_Wilora.jpgThe Silver Siren for best radio campaign (three or more ads in a campaign) went to Tim Newton and Wilora Keeley (pictured right) from J. Walter Thompson Perth for a powerful campaign for the WA Police Union in support of a 1.5% pay increase for police officers.

The "How much to...?" campaign uses real-life scenarios to pose confronting questions about how much money it would take to encourage the average person to do the job faced by police.

Matt Perrott from Uncanny Valley won the Silver Siren in the craft category for production of the 'NSW Water Safety' spot for the NSW Government.

The 14th annual Siren Awards, run by Commercial Radio Australia, are designed to encourage excellence and creativity in radio advertising.

The Gold Siren and the Silver Siren winners across the craft, single and radio campaign categories, were selected from hundreds of entries throughout 2017-18 over five rounds, plus a final call.
 
Says Joan Warner, CEO, CRA: "The awards are a reminder of how effective audio is in getting a message across. We congratulate all the finalists and winners on the high level of quality that has been displayed through all the rounds of award entries this year."

Ali and Mazzarella receive automatic entry for their winning ad into the international Cannes Advertising Lions Festival in June. The creatives and their client also win accommodation, airfares and delegate passes to attend the event.

Listen to the winning ads here.

2018 Siren Award winners:

Gold
Ray Ali & Carlo Mazzarella
Clemenger BBDO Melbourne
"Sound Booth" for Beyondblue

Silver
Radio Single
Ray Ali & Carlo Mazzarella
Clemenger BBDO Melbourne
"Sound Booth" for Beyondblue

Silver
Radio Campaign
Tim Newton & Wilora Keeley
J. Walter Thompson
"How much to...?" for WA Police Union

Silver
Radio Craft
Matt Perrott
Uncanny Valley
"NSW Water Safety" for NSW Government

Client Award
Ray Ali & Carlo Mazzarella
Clemenger BBDO Melbourne
"Sound Booth" for Beyondblue

30 Comments

Iā€™m a close personal friend. said:

Nice one Carlito.

A charity, the police and the government walk into a bar... said:

...and that's the joke.

Stu & Dan said:

Nice one Ray

AUTY ROSA said:

CONGRATS CARLO!! WHAT A HANDSOME PHOTO!

MARK TALLOS said:

THIS IS GREAT NEWS. CONGRATULATIONS RAYMOND.

Ian said:

Forza Napoli

DK said:

Congrats Carlo. Top work.

Enjoy the rose and watching the World Cup in the right time zone.

Dude said:

Ray "any opportunity to show my sexual side" Ali

Team Carlo said:

Goooooooooo Carlo, we all know you're the brains.
Don't worry about Ray's self congratulatory posts, or anyone else who worked on the campaign for that matter.

It was all you man.

Fanboy said:

Great to see such a genuine, nice guy rewarded for the hard work and perseverance. I'm happy for Ray as well.

Max said:

So good Carlo! Who's Ray though?

YTB said:

Nice one, lads!

Sambo said:

Nice one Carlo!

The man in the mirror said:

Carlo you beauty!

JD said:

Mazza Mazza Mazza!

Kinks said:

Congrats Carlo. Good work.

Milo man said:

Carlo you deserve it buddy

Sirens are sounding good said:

The sound of Carlo!

Great spots said:

Well written and well executed. Good on ya Carlo.

Lovely said:

Brilliant stuff Carlo my boy

Donald Trump said:

You've made America great again Carlo, that ad is nice too.

Carly Carl and the Carlo bunch said:

Carlo crafted this by hand, all by himself. Anyone trying to claim otherwise is just self obsessed, egocentric and delusional. You go Carlo.

Stairmaster said:

A true gentleman and genuine talent that Carlo

Joe said:

Well done Carlo. You did it.

FanBoy said:

Carlo is the best.
I'd give both my nuts to have a quarter of Carlo's left one.

@Fanboy said:

You wouldn't be able to bare the weight of Carlo's quarter nut. Carlo's nutbags are so big, he can hide the copywriter ā€“ Ray who the fuck Ali ā€“ who writes all his ads in them, then tucks him back in at the whiff of an award. He's a real nutbag that Carlo.

FanBoy said:

Ahhh nuts

Carlo's Ex said:

Well done mate and very well deserved. You've always been as committed to crafting the words as you are to the visuals. First, Victory wins the A-League and now this. What a time to be alive. Collingwood will never win a flag again though.

Lefty said:

RAYdio!

Gawen said:

Hey Ray ... go you good (once was ) grad ,go!

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