Perth Zoo spot wins first round of 2011 Sirens
A radio commercial promoting Perth Zoo has won the overall and single categories for round one of the 2011 Siren Awards. The ad called “Red-Eyed Tree Frog” was written by Josh Edge and Rikki Burns (left) from The Brand Agency in Perth.
Judge, David Roberts, creative from US Sydney said about the winning ad: “Great story, great casting. By far the best ad ever done about a red eyed tree frog.”
LISTEN TO THE COMMERCIAL:
Writers, Josh Edge and Rikki Burns said the most important elements increating an effective radio ad were: “Cut-through. Space to breathe.Great talent. Time. A client that understands the medium.”
They said about the inspiration for their ad: “At first we tried forcedassociation techniques, like getting a tortoise to mate with a gazelle.When that appeared to fail, we instead focused on the fact that peopletended to look like the animals they loved. Like how my mum likesGolden Retrievers. And how Val Kilmer likes Puffer Fish.”
There were two highly commended ads in the single category. Both talkabout the effects of stroke for the National Stroke Foundation and werecalled “Emma – Mirror” and “Glen – Vocal Chord.” Both spots were writtenby Josh Armstrong, Chris Shoolman and Sanjay Rego (left) from agency, DraftFCBin Melbourne.
Winner of the campaign category was also the National StrokeFoundation, with a campaign encouraging people to check their bloodpressure. The campaign called “A stroke makes even the simplest thingshard”, includes the two highly commended ads in the single category.
Highly commended in the campaign category was “Sports Slurpee”promoting slurpees for 7-Eleven. The ads were written by AndrewWoodhead from agency, Leo Burnett, Melbourne.
Winner of the craft category was an ad for Adelaide Zoo called “Bath”which promotes an unusual Mother’s Day gift to encourage people tovisit the Zoo. It was produced by sound engineer, Martyn Zub (left) fromproduction studio, Oasis Post in Adelaide.
There was one highly commended ad in the craft category. It was an adfor the Red Square Complex called “Red Square Re-Born”, produced bysound engineer, Eddie Bye from production studio, Nova 919 in Adelaide.
The national Siren Awards are run by Commercial Radio Australia and aredesigned to recognise the best radio advertising in the country. Thisyear there are some new elements to the Awards including:
• the round judging will now include two judges from the Siren Creative Council as well as the winner of the previous round.
• The 2011 Siren Awards will also include an additional award knownas the Siren Client Award. This will be won by one of the five overallround winners and will be judged by a panel made up of clients – ratherthan agency creative directors. The client panel will be made up ofthe clients who commissioned the winning Gold and Silver Siren winnersfrom the year before and invitations will also be made to specificcategory guest judges. The Award will be a cash prize of $5,000.
Entries for round two of the 2011 Siren Awards are now open and closeon July 23. For more information visit the dedicated websitewww.sirenawards.com.au.
4 Comments
If a campaign can only be entered once in the Siren Awards, how come the Silver Campaign winner from 2009 can pick up again this month?
Lovely campaign, but surely it has had its moment of glory already?
@Confused,
The silver campaign winner last year was for the TV show Glee. It’s quite different to the Stroke Foundation campaign.
Have a listen to both and hopefully it’ll clear things up.
That’s funny 12.02. I could have sworn that I saw and heard these:
Siren Awards 2009 Campaign Category Winner (Silver Trophy)
Agency: The Brand Agency, Perth
Writer: Kurt Beaudoin and Josh Edge
Client: Perth Zoo
Campaign Title: Find Your Animal
http://www.bestadsontv.com/radio_details.php?id=13547
and then this:
2011, Round 1 Winners Announced!
An ad promoting Perth Zoo has won the overall and single categories for round one of the 2011 Siren Awards. The ad called “Red-Eyed Tree Frog” was written by Josh Edge and Rikki Burns from The Brand Agency in Perth
http://www.sirenawards.com.au/files/entries/Perth%20Zoo%20Red-Eyed%20Tree%20Frog.mp3
Sounds like an extension of an existing campaign (which has already been recognised at the Sirens) rather than a new campaign.
Maybe you are confusing the 2009 and 2010 silver campaign winners?
Get your story right 6.14.
This ad is only a couple of months old – last year was a different series of six spots.
If you want to find a precedent, check out Bud Light Real Men of Genius, which won major gongs over more than two years.
Not that this is in the same league, but the principle of extending the theme is the same.
It has something to do with consistency I believe.