Clemenger BBDO Melbourne’s Schreiber and Martin take out top gong at 2010 Siren Awards
Julian Schreiber and Tom Martin (pictured top), from Clemenger BBDO Melbourne, have taken out the 2010 Gold Siren award for best radio ad of the year. It’s the third time Clemenger BBDO Melbourne has won the top gong in the six years of the awards.
The ad, called “Clothes” for international brand Tena, developer of absorbent hygiene products, in addition collected a Silver Siren for the single advertisement category. Schreiber was also one of the writers of the winning Gold Siren Award in 2008 for RACV Financial Services called “Disclaimer”.
The winning Tena ad, which uses humour to promote pads designed for weak bladders, was announced today at a breakfast in Melbourne for the industry’s annual awards for creative excellence in radio advertising. It will automatically be entered into the Cannes Radio Lions to be held next month at the Cannes Advertising Festival and the winning writers receive two free tickets to the event.
Sirens judge and executive creative director of Smart, John Mescall, said the following about the winning ad: “What I loved about the Tena work is how it took a pretty sensitive subject matter and delivered a benefit, with a brand of humour that was empathetic to the target audience. When you put the words ‘humour’ and ‘incontinence pads’ together in the one sentence, in the wrong hands it would be a recipe for disaster. Not so here,and a very worthy winner.”
Judge, Craig Moore, creative director from agency OneForAll said: “It would have been easy to do something serious and boring for this, clearly they went the other way.”
Winner of the Silver Siren for the campaign category was the “Glee Launch Campaign” for Network Ten, written by Andrew Garrick (pictured second from top) from Network Ten. The campaign promoted the launch of Glee, a musical comedy series now screening on Network Ten.
Judge, Rem Bruijn, creative director from agency Make, said about the Glee campaign: “Amazing talent, great production, massively entertaining. Whilst some radio campaigns suffer the ‘weakest link syndrome’, every spot in the Glee campaign adds to the overall promise. “
The other Silver Siren winner announced today was an ad for HBF, called “Passenger” which won the 2010 craft category. The ad was produced by sound engineer, Paul Taylor (pictured bottom) from production studios, Eardrum and Sound Reservoir in Sydney.
Judge, Brad Grisaffe from production studio, Audiobrien said about the HBF ad: “A soundscape that delivered the message. I found myself listening intently to the commercial, more than I do to most. A subtle, clever way of expressing the passing of time (past to present) by the use of the voice as part of the soundscape and as the voice-over narration.”
Chief executive officer of Commercial Radio Australia, Joan Warner said the Gold Siren winning ad provided a great example of radio’s unique ability to deal with products that are a little more personal: “Products in pharmaceutical, hygiene and medical categories are particularly well suited for radio because you can have quite intimate conversations with the consumer,” Ms Warner said.
Ms Warner said the Siren Awards raised the bar each year in terms of creativity and originality. “There have been nearly 600 entries this year – a fantastic result which shows how important this Award has become. Also, the success of past winners and entrants at Cannes is testament to the fact that great work is being achieved with radio ads in Australia,” Ms Warner said.
Last year’s Gold Siren winner, a controversial advertisement called “21st Birthday” for Adults Surviving Child Abuse (ASCA), written by Steve Dodds from agency, Whybin TBWA in Sydney, was one of five Siren winners shortlisted for the Radio Lions at the 2009 Cannes Advertising Festival.
The national Siren Awards, now in their sixth year, are run by Commercial Radio Australia and are designed to recognise the best radio advertising in the country. A winner is announced in each of the three categories: single, campaign and craft as well as an overall winner who receives the Gold Siren. The awards are judged by the Siren Creative Council, comprising creative directors and producers from advertising agencies and studios from throughout Australia.
Today’s breakfast was hosted by Ant and Becks, the new drivetime duo on ARN’s Mix101.1 in Melbourne and Mix106.5 in Sydney and was followed by a one-day, hands-on workshop on how to make great radio ads.
2010 Siren Award winners
Siren Awards 2010 Overall Category Winner (Gold Siren)
Agency: Clemenger BBDO Melbourne
Writer: Julian Schreiber and Tom Martin
Client: Tena
Commercial Title: “Clothes”
Siren Awards 2010 Single Category Winner (Silver Siren)
Agency: Clemenger BBDO Melbourne
Writer: Julian Schreiber and Tom Martin
Client: Tena
Commercial Title: Clothes”
Siren Awards 2010 Campaign Category Winner (Silver Siren)
Agency: Network Ten, Sydney
Writer: Andrew Garrick
Client: Network Ten
Campaign Title: “Glee Launch Campaign”
Siren Awards 2010 Craft Category Winner (Silver Siren)
Sound Engineer: Paul Taylor
Production Studio: Eardrum and Sound Reservoir, Sydney
Client: HBF
Campaign Title: “Passenger”
33 Comments
stop being so damn good!
looks cold.
And the winner is…….. a dick gag.
good work Tules!
Pete
OK 11.24, find an aussie radio spot that you think should’ve won this year instead, you dick.
I don’t mind the thought, but feels like the execution/payoff is lazy. Could have been worked much harder.
Then again, this won a trip to Cannes. So it appears the dick joke is on me.
Enjoy the trip.
I make radio ads for a living. Lots of them. I don’t get the HBF spot. The craft of Paul is fantastic, but it doesn’t communicate anything to me. Some years ago when I was on an AWARD jury I didn’t want to give a craft award to a spot that didn’t identify the advertiser but was over ruled. I still stand by that (my opinion not the over rule)
As an aside, I always question setting radio ads in a car. Most of us listen to the radio in the car & the beautiful crafting just gets lost in the listening environment.
Stop it guys, I’m sick of drinking champagne before lunch.
are they tony&guy models?
Don’t see the collar up on the denim jacket very much anymore.
Well done boys. You deserve it.
Is that acid-wash Tommy?
Rubba
Well done lads. I want something shiny in my office.
Taking personal shots at decent guys who’ve just won something with good work…… Big.
Congratulations to you both, you deserve it. The amount of work you both put in is incredible. Well done. Not only at the creative forefront in Advertising but also on the edge of fashion …Double Denim is back!
Not bad for 15 seconds work.
Can’t say I’m a fan, but then the lads are off to Canne, so what would I know!
Damn you fuckers. Damn you and your radness.
Have fun over there you pricks.
Love, a jealous nemesis.
x
Congrats Tom/Jules – great spot.
Tom – happy to style the next shoot; the collar needs work.
12.55 do you mean the crash one?
Just curious
You’re joking, that won??
Amazing work as usual Tom & Jules.
Really… this gets you on a plane to Cannes? Amazing.
4.24
so do it, pal. then you can go.
you got next year?
This ad didn’t even win a round.
How’s that for a slap in the face to peer judging.
To anyone bitching about the winning commercial, here’s how it works:
Anyone in the whole of Australia who has made a radio ad during the year is invited to enter the Sirens. It’s free and it takes a about two minutes.
So you’d assume that anyone who has done anything on radio even remotely decent would have entered, yes?
Which means that at the end of the year, the judges are listening to the best radio commercials made in Australia in that year.
And at the end of that judging process, one of those commercials or campaigns will win the Gold Siren for best of year.
It doesn’t matter if a certain year’s effort isn’t up the to standard of other year’s. The best radio spot in Australia will win this award every year.
Sorry for spelling it out in idiot-speak, but it appears that there are some cretins out there who don’t quite understand how these things work.
So if you don’t think Tena was a worthy winner, instead of wasting your time whining on a blog like a jilted teenager, you should’ve been writing a better spot than Tena yourself this year.
Because the fact is, YOU DIDN’T. Because if you DID, you 4.24pm… and you 3.29pm… and you 11.24am… would currently be planning your week in Cannes and cradling a nice shiny gold naked lady trophy. And probably reading jealous comments from envious losers about YOUR work.
Of course, if you think Tena is so awful, it should be a complete and utter piece of piss to make something better in the next little while, and win it yourself next year. Shouldn’t it?
It’s raining golden Choc Drops!
11.24am here
I said
“And the winner is…….. a dick gag.”
I didn’t say it was a crap ad, I actually really like it, it’s funny.
It’s not a sledge you insecure muppets, it’s what’s called an ‘observation’. And an accurate one at that.
Beautifully put 1:13.
Ye it should, 1.13pm
Well done.
I’ll be awfully surprised if it troubles the mix in cannes, but the best of the bunch for sure.
Jealous I’m not going to france.
“And the winner is… a dick gag” hardly qualifies as an observation. An observation is usually centered around some form of insight, wit or intelligence.
It’s like saying on a Monday, “today is Monday”. Hardly adds much to the general discourse now, does it?
Julian and Tom are the two setting the benchmark in Melbourne at the moment. Well done gents. Very impressive as usual.