The Monkeys has won round four of the commercial radio Siren Awards with its radio ad “BCF A-to-Z” for Boating Camping Fishing (BCF).
The ad from creatives Joseph Sibley (left in lead image) and Hugh Gurney (right) was inspired by the familiarity of the BCF jingle and a comment from BCF that they want to be known for more than just boating, camping and fishing.
CRA chief executive officer Ford Ennals said: “Congratulations to all our winners from round 4 of the Siren Awards. The BCF song is an outstanding example of how creative use of audio can be a central part of building and evolving a brand.”
Sibley and Gurney said, “We thought we could rewrite their jingle so it didn’t end at just BCFing.”
“By now, Australians are very familiar with the BCF song, so we changed people’s expectations of the song in an unexpected way.
“We’re very fortunate to be working on a brand that is known for something, so playing with advertising expectations is an ingredient that a lot of brands do not have the luxury of. It comes after years of strong brand building.”
Reflecting on what it means to win a commercial radio Siren Award, they said, “Sirens is truly one of the most rewarding achievements because you get the chance to go to the Gold Siren Award for the best radio ad, with the major prize being a trip to France at the Cannes Lions International Advertising Festival.”
Sound Engineer Tom Rouch from Electric Dreams sound studio also took home the craft category winner for “BCF A-to-Z”.
The Sirens Council selected The Royals-produced “Equipped for Anything”’, as the campaign winner of the round for their client, Coates Group.
The commercial radio Siren Awards are run by CRA to recognise outstanding radio advertising and are judged by industry experts across five rounds throughout the year, plus a final call round.
Winning entries from each round are entered into the 2023 Gold Siren Awards, with the winner to be announced in May 2023. Round 5 entries are open until February 8.
Round 4 Overall and Single Winner
Entering Company: The Monkeys
Commercial Title: BCF A-to-Z
Brand: Boating Camping Fishing (BCF)
Advertising Agency: The Monkeys
Creatives: Joseph Sibley, Hugh Gurney
Creative Directors: Joseph Sibley, Hugh Gurney
Campaign Winner
Entering Company: Coates Group Pty
Commercial Title: Equipped for anything
Brand: Coates
Advertising Agency: The Royals
Creatives: Pat Allenby & Nick Cole
Creative Directors: Sebastian Vizor
Craft Winner
Entering Company: The Monkeys
Commercial Title: BCF A-to-Z
Brand: Boating Camping Fishing (BCF)
Production Company: N/A
Director: N/A
Casting: Steven Gates
Sound Studio: Electric Dreams
Sound Engineer: Tom Rouch
Advertising Agency: The Monkeys
Creative Directors: Joseph Sibley, Hugh Gurney
Single Highly Commended
Entering Company: Croissant Express
Commercial Title: Excuse My French
Brand: Croissant Express
Advertising Agency: NOVA Entertainment & LSA Advertising
Creatives: Garry Dean & Drew Barrett
Creative Director: Garry Dean
Entering Company: Croissant Express
Commercial Title: Excuse My French
Brand: Croissant Express
Advertising Agency: NOVA Entertainment & LSA Advertising
Creatives: Garry Dean & Drew Barrett
Creative Director: Garry Dean
Campaign Highly Commended
Entering Company: Rare
Commercial Title: Ready for Take-off
Brand: Transperth
Advertising Agency: Rare
Creatives: Simon Mullins, Rob Mead
Creative Directors: Liz Hammond
Entering Company: GSL Media Group
Commercial Title: Great Yarns & Unforgettable Sheds
Brand: Australian Garage Supermarket
Advertising Agency: N/A
Creative: Selina Hynes & Matt Cancian
Creative Director: Selina Hynes
Craft Highly Commended
Entering Company: EasyStart Homes
Commercial Title: Discover Land
Brand: Kellie Boyer
Production Company:
Director: Brad Habib
Casting: Brad Habib
Sound Studio: Soundbyte
Sound Engineer: Brad Habib
Advertising Agency: Wildlings Creative
Creative Director: Matt Wilson
Entering Company: Southern Cross Austereo – Brisbane
Commercial Title: Revel Yell
Brand: Revel Brewing Co.
Production Company: The Studio – Southern Cross Austereo – Brisbane
Director: Tony Byrne
Casting: Tony Byrne
Sound Studio: SCA – The Studio – Brisbane
Sound Engineer: Andrew Fritsch
Advertising Agency: The Studio – Southern Cross Austereo – Brisbane
Creative Director: Tony Byrne
