303 MullenLowe Perth's Medalia and Hawkins win round three Campaign category in Siren Awards

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TomMedalia_JoeHawkins_2016_BLOG.jpg303 MullenLowe's Tommy Medalia (far left) and Joe Hawkins have won the Campaign category in round three of the Siren Awards with their 'Time with Mum' series for the Road Safety Commission.

Hawkins and Medalia created the three ads to illustrate what happens when you lose your licence and you are at the mercy of your mum and friends to get lifts.  All three spots - Window, Pilates and Out of Options - were also highly commended in the craft category and were produced by Brad Habib from Soundbyte.

It was a good round for Perth. Another campaign by Hawkins and Medalia - 'Kitchen Confessions' for Ikea - was highly commended, and an ad for Sea Shepherd by Southern Cross Austereo's Matt Dickson was also highly commended in the Single category. 

Melbourne agency Clemenger BBDO won the round, taking out the single category and overall win with the 'VB Knock-Off Clock' for Victoria Bitter beer.  It's the second round win in 2017 for creatives Richard Shaw (who recently judged the Southern Cross Austereo Radio Writers Award) and Russell Fox. The duo won round one with the 'Dog Breath' campaign for Pedigree DentaFlex.
The round three winning ad 'VB Knock-Off Clock' was created to remind tradies that knock-off time is beer o'clock.  Designed specifically to run only during 'knock off time' from 4.00 pm to 6 pm, the ad starts with the sound of a normal ticking clock.  Slowly the tick-tock of the clock transitions into the classic Victoria Bitter theme song to remind listeners that 4.00 pm really is time to crack a VB.

Shaw and Fox said when it's time to knock-off there's only one beer that can quench a hard earned thirst, Victoria Bitter.

"As we're creatives we're not that familiar with hard work, but we guessed that as the clock ticks down to the end of the day, pretty much everything is reminding you it's time for a VB, even a ticking clock."

The VB Knock-Off Clock ad also won the craft category for Flagstaff Studios. Multiple Siren Award winner, Paul Le Couteur worked with Richard Shaw, Russell Fox and Evan Roberts to produce the winning craft entry.

Highly commended entries in the single ad category included Optus Real Olympic Calls from The Works for Optus, created by Guy Patrick and Nathan Bilton; Dead Air for Sea Shepherd Australia from The Studio at Southern Cross Austereo by Matt Dickson; and Ant-Man for Foxtel from TBWA Sydney, created by Cameron Dowsett and Mark Tallis.

Besides 'Kitchen Confessions', other campaigns highly commended included: 'Passage to India Call Centre' for Passage to India from BWM Denstu, created by Jake McLennan and Cam McMillian; and 'Ant-Man, Grand Designs and Cafe' for Foxtel from TBWA Sydney, created by Cameron Dowsett and Mark Tallis.  

"Outstanding entries keep coming through each round of Sirens, cleverly using audio to create ads that set themselves apart from others," said Commercial Radio Australia CEO Joan Warner.

Listen to all Round 3 winning ads HERE.

The Siren Awards, run by Commercial Radio Australia, celebrate the best in radio advertising and are judged over five rounds throughout the year by a panel of industry experts, made up of creative directors from leading ad agencies, known as the Siren Creative Council.

The 2017 Gold Siren winner will be announced in May 2017 and wins a trip to the Cannes Lions International Festival of Creativity.  The client of the winning 2016 Gold Siren Award also wins a ticket to Cannes.  Silver Sirens are awarded in each of the three categories: single, campaign and craft.  There is also a client-voted award, a $5000 cash prize, presented to the writers of the ad voted the best, by a panel of clients.

Round 4 of the 2017 Siren Awards is now open. Entries close November 10.

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