Commercial Radio Australia (CRA) has announced that Clemenger BBDO Melbourne has won round five of the 2017 Siren Awards, taking the creative agency’s win tally to four this year.
Clemenger BBDO Melbourne took out the Single category and overall win with its ad ‘Sneeze’ by creatives Joe Sibley and Giles Watson (pictured above).
The ad was part of Mercury Cider’s Aussie re-launch, with Sibley’s dad inspiring the idea for the commercial.
“Dad takes pride in how unnecessarily loud his sneeze is, and I’ve always found it pretty funny,” Sibley said.
“I’ve shown him this commercial and the other ones that accompany it, and he was proud and recognised that they were all based off him in some way. I should probably put him down on the credits.”
Meanwhile, BMF won the Campaign category for round five of the Siren Awards with its ALDI commercial ‘Meet the Tinkletons’ by creative team Cam Blackley, Alex Derwin, Hans Christian Berents and Gooch Richards.
The winner of the Craft category was Paul Le Couteur from Flagstaff Studios for his role in Clemenger BBDO Melbourne’s Mercury Cider ad Sneeze.
Another ad in the Mercury Cider campaign from Flagstaff Studios and Le Couteur, ‘Handshake’, was also highly commended in both the Craft and Single categories.
Also, highly commended in the Single category was Marketforce with the ad ‘Kill the Romance’ for Dawson’s Garden World by Matt Wilson, Hayden Griffiths and Neil Martin, as well as BMF’s ‘Nothing Beats the Perfect Aussie Christmas – Fudge’ ad by Cam Blackley, Alex Derwin, Hans Christian Berents and Gooch Richards.
Highly commended in the Campaign category was Ogilvy Sydney for its ad ‘Sounds Like Bacon’ for Yum! Restaurants International by creatives Tristan Viney and Carl Robertson, as well as DDB Sydney’s ad ‘The 1% you can’t ignore – Used Nappies/Nail Guns/Potato Gift’ for Volkswagen by creative team Owen Bryson and Anna Paine.
Judges also highly commended Ogilvy Sydney in the Craft category for its ad ‘Sounds Like Bacon – Rain’ for Yum! Restaurants International by Sound Reservoir sound engineer Paul Taylor and director Ralph van Dijk.
CRA chief executive Joan Warner said: “The Siren Awards continue to promote innovative radio advertising, and from April this year, we’re adding a new category called ‘Audio Innovation’ to allow pioneering audio advertising that is longer than a 30 or 60-second spot to be entered into the awards.”
The Siren Awards, run by CRA, 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 on 11 May 2017 and wins a trip to the Cannes Lions International Festival of Creativity.
The client of the winning 2017 Gold Siren Award also wins a ticket to Cannes, while Silver Sirens are awarded in each of the three categories: Single, Campaign and Craft.
There is also a client-voted award, a $5,000 cash prize, presented to the writers of the ad voted the best by a panel of clients.