Gatecrasher takes out 2012 Siren Awards radio campaign of the year for Alcoholics Anonymous; The Monkeys wins Gold Siren for Ikea 'Holidays'

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Screen shot 2012-05-04 at 6.37.22 AM.jpgA radio spot for Ikea, called "Holidays", created by The Monkeys in Sydney, has taken out the 2012 Gold Siren award for best radio commercial of the year, which was presented at the Siren Awards breakfast in Melbourne.

The single spot, which also won a Gold Lion at the Cannes Advertising Festival last year, was written by Tim Green and Tim Cairns (pictured), also won a Silver Siren for winning the single category.

Listen to the Ikea 'Holidays' spot

Des&Marty2_Sirens_Blog.jpgWinner of the Silver Siren for the campaign category was "AA Campaign" for Alcoholics Anonymous, written by Des Hameister (far left) from Gatecrasher, Perth and produced by Marty Braine (near left) of Brainestorm.

The ads are very confronting about the effects of alcohol on everyday situations. Des Hameister said about the ads: "At the end of the day, alcoholics don't just hurt themselves. And this spot empathises with that fact in an impactful way."

Judge, John Mescall, executive creative director, McCann Worldgroup, said about the spots: "A very strong radio idea, brilliantly realised. As scripts, they probably could've gone either way, given the degree of difficulty inherent in the execution. But as finished commercials, they're bloody great. Everyone involved should take a bow."

Listen to the AA 'co-worker' spot
Listen to the AA 'Mummy' spot
The Alcoholics Anonymous radio campaign - Mummy, Co-worker and Sister has also been shortlisted at this month's Clio Awards, one of the two big North American award shows.

The campaign won two Bronzes at the London International Awards in November last year but missed out at the PADCs, the Campaign Brief Awards and AWARD.

Illingworth_Best_Watts_Hameister_Braine_Blog.jpgThe Silver Siren winner for the craft category was an ad for SA Lotteries called 'Scratched Record', and produced by sound engineers, Scott Illingworth and Pete Best (pictured left with Sirens host Merrick Watts, Hameister and Briane) from production studio, Best FX in Adelaide.

Judge, John Mescall, executive creative director, McCann Worldgroup, said about the Gold Siren winner: "Holidays" didn't win just because it was funny. Nor did it win just because it had a kid in it who said f***. It won because it dared speak the ugly truth about IKEA: assembling their furniture can be a real pain in the a***. Such irreverent self-deprecation has always been a hallmark of great Australian advertising, and long may it be so."

The winning team said: "We were inspired by the idea of a regular unskilled guy attempting to install a kitchen by himself and what the flow-on effect might be. We tried to imagine what having your Dad install a kitchen would be like, seen through the eyes of an enthusiastic six year old.

"Radio ads are often used to speed read a shopping list of product benefits, but like all good ads if you can just focus on saying one thing well, you'll be winning."

The winning writers will receive airfares, accommodation and tickets to this year's Cannes Advertising Festival, to be held next month. This year, for the first time, the client also wins a trip to Cannes and the festival.

Says chief executive officer, Commercial Radio Australia, Joan Warner: "This is in recognition of the important role clients play in driving the writing, production and delivery of high quality radio ads."

The same Ikea ad also won the 2012 Siren Client Award, the best ad voted by a judging panel made up of clients, with the writers receiving a cash prize of $5000.

The national Siren Awards, now in its eighth year, are run by Commercial Radio Australia and are designed to recognise the best radio advertising in the country. A winner is announced in three categories: single, campaign and craft, which receive Silver Sirens as well as an overall winner which receives the Gold Siren. The awards are judged by the Siren Council, comprised of creative directors and producers from leading advertising agencies and studios throughout Australia.

Ms Warner said the Siren Awards provided a great opportunity to recognise excellence in Australian radio advertising and had grown in stature each year: "Each year the creative bar is lifted in terms of delivering a great product - it is essential that radio ads continue to be creative and produce good results so the medium is showcased as a very beneficial way to advertise."

Today's breakfast was hosted by Merrick Watts, drive time host at Triple M.


2012 Siren Award winners


Siren Awards 2012 Overall Category Winner (Gold Siren)

(also winner of 2012 Client Category (cash prize)

Agency: The Monkeys, Sydney

Writer: Tim Green and Tim Cairns

Client: Ikea

Commercial Title: "Holidays"


Siren Awards 2012 Single Category Winner (Silver Siren)

Agency: The Monkeys, Sydney

Writer: Tim Green and Tim Cairns

Client: Ikea

Commercial Title: "Holidays"

 

Siren Awards 2011 Campaign Category Winner (Silver Siren)

Agency: Gatecrasher, Perth

Writer: Des Hameister

Client: Alcoholics Anonymous

Commercial Title: "AA Campaign"

 

Siren Awards 2011 Craft Category Winner (Silver Siren)

Sound Engineers: Scott Illingworth and Pete Best

Production Studio: Best FX, Adelaide

Client: SA Lotteries

Campaign Title: "Scratched Record"

7 Comments

Pete said:

Nice work Desmatron. You're stacking up some impressive trophies for the new cabinets...

Drew said:

Congrats mate. About time.

Dav said:

Well deserved Des and Marty.

Tom said:

Well done Des and Marty.

Cold Cindy said:

Well done Des, you're a a legend.
See what I did there.

Garrie said:

Well done Des and Marty!

Top Two said:

Nice one CC.

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