303 MullenLowe’s Tommy Medalia and Joe Hawkins have won Gold and Silver at the 2017 Siren Awards in Melbourne.
The pair claimed the award wins for a funny series of ads designed to change driver behaviour for the Road Safety Commission called ‘Time with Mum’.
Hawkins (who now works for Marketforce) and Medalia created the three ads at 303 MullenLowe to illustrate what happens when you lose your licence and you’re at the mercy of your mum and friends for lifts.
All three spots – ‘Window’, ‘Pilates’ and ‘Out of Options’ won the overall Gold Siren and the Silver Siren for best radio campaign (three or more ads in a campaign).
Medalia and Hawkins receive automatic entry for the winning ads into the Cannes Advertising Lions Festival in June. The creatives and their client, the Road Safety Commission, will receive accommodation, airfares and delegate passes to attend the event.
The Silver Siren award in the single category went to Evan Roberts and Stephen de Wolf from Clemenger BBDO Melbourne for the ad ‘Every Speed has a Consequence’ for the Transport Accident Commission (Victoria).
The ad reminds drivers that slowing down can completely change the outcome of a road accident.
Prolific Siren award winner Paul Le Couteur of Flagstaff Studios took out the Silver Siren in the craft category for production of the ad ‘Ticking Clock’ for Victoria Bitter, created to remind tradies that knock-off time is beer o’clock.
The Siren $5,000 Client Award, judged by an industry panel of clients rather than the Siren Creative Council, is chosen from the five overall 2017 round winners, and was won by Richard Shaw and Russell Fox from Clemenger BBDO Melbourne with the ‘Ticking Clock’ ad for Victoria Bitter.
Shaw and Fox worked closely with Paul le Couteur to produce the winning craft entry.
You can listen to all of the winning ads here.
At the presentation of the Siren Awards, Commercial Radio Australia (CRA) CEO Joan Warner said: “This year’s finalists were outstanding and the radio industry is proud to support the creative talent throughout Australia.”
The 13th annual Siren Awards, run by CRA, recognise the best radio advertising in Australia. The 2017 awards were hosted by stand-up comedian and Fox FM Melbourne breakfast presenter Dave Thornton at Alumbra at Docklands in Melbourne.
The Gold Siren and the Silver Siren winners across the craft, single and radio campaign categories were selected from hundreds of entries throughout 2016-17 over five rounds, plus a final call.
They were judged by the Siren Council, comprised of creative directors and producers from leading advertising agencies and studios throughout Australia.