J Walter Thompson Perth creative team Tim Newton + Wilora Keeley pick up Silver Siren for best radio campaign at national Siren Awards

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Tim_Wilora.jpgThe national Siren Awards for Radio were held tonight in Sydney and the Silver Siren for the best radio campaign (three or more ads in a campaign) went to Tim Newton and Wilora Keeley 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.

They were beaten to the Gold Siren by Ray Ali and Carlo Mazzarella from Clemenger BBDO Melbourne, who won both Gold and Silver for an ad about anxiety for mental by  health advocacy group beyondblue.
The ad "Sound Booth", aimed at raising awareness about anxiety and encouraging those with symptoms to seek help.

The awards were judged by the Siren Council, comprised of creative directors and producers from leading advertising and creative agencies and studios across Australia,

Sound Booth 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.

Screen Shot 2017-12-15 at 9.18.33 am.jpgWinning creative team, Ray Ali and Carlo Mazzarella (pictured left) 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 presented tonight in Sydney, at an event hosted by comedian Cam Knight and attended by creative writers, directors and producers from leading creative agencies and executives from the radio industry.

Matt Perrott from Uncanny Valley won the Silver Siren in the craft category for production of the ad "NSW Water Safety" 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:

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

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

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

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


Matt Wilson said:

Congrats guys. A great campaign. Well deserved!

Just Wondering said:

Which studio was that recorded at?

Heather A said:

Hey Guys. Congrats. great job.

Joe Hawkins said:

Top work! Awesome acceptance speech, too. 👍🏼

Andrew Tinning said:

Great work you two.

Wils and Tim said:

Awwww shucks guys. You make us blush.

(Just Wondering = Soundbyte.)

Wow! said:

Soundbyte for the win!

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