“We Are All Winners”: John Williamson & Innocean Accept ARIA Award For AMCS “The Voice of The Sea” Campaign

“We Are All Winners”: John Williamson & Innocean Accept ARIA Award For AMCS “The Voice of The Sea” Campaign

At their offices in Pyrmont yesterday, Warner Music Australia honoured legendary country music icon John Williamson alongside Innocean to congratulate them on winning the very first ARIA Award for Best Use of Australian Music in Advertising and acknowledge the success of “The Voice of The Sea” campaign for the Australian Marine Conservation Society.

Lead Image: L-R Standing – Emily Crews, Imogen Scott, John Williamson, Annabelle Herd, Dan Rosen, Carolyn Cho, Charlotte Berry, Meg Doyle. L-R kneeling – Brii Jamieson, Eliza Millet, Wes Hawes.

The campaign began at the end of 2022, when Williamson’s song was launched with the aim of creating a national anthem for the ocean and, ultimately, an educational platform for children. The song won the inaugural industry ARIA award for the best use of music in a campaign. In the latest initiative, the lyrics were made into a children’s book published by Penguin Books, which was launched nationwide.

Williamson, who could not attend the ARIA ceremony, was delighted and humbled to receive the award at the Warner offices yesterday. “When I wrote the song, I had no idea how far it would go. We are all winners, and I’m very proud of that,” Williamson said.

Williamson is a legend of the Australian music scene. His song True Blue, which started as a Buy Australian campaign, has become a staple of Australian culture, with a special edition played live at the late Steve Irwin’s funeral in 2006. Home Among The Gumtrees has been performed in classrooms nationwide since its release in the 80s and remains as relevant today as ever. Williamson’s songs have a strong connection to the environment, making him the perfect candidate for this kind of campaign.

“It was inspired by my own childhood, when I was in the back seat of the car, going on extremely long road trips to Queensland and listening to John Williamson. All the while watching the wildlife as we drove. So we knew John was the only singer and artist we wanted to create this movement, and everything just fell into place. I’m just so grateful,” said a spokesperson for Innocean at the event.

The Australian Marine Conservation Society tirelessly protects precious ocean wildlife. The independent charity is staffed by a committed group of scientists, educators, and passionate advocates who have worked to defend Australia’s oceans since 1965. “The purpose of AMCS educational activities such as this is twofold – firstly, it’s to share the wonder of our oceans and all the incredible wildlife within them, and secondly, it’s to inspire the next generation of marine conservation superheroes,” AMCS communications director, Imogen Scott said.

The Australian Recording Industry Association (ARIA) also used the event to announce the return of the ARIA Awards for Best Use of Australian Music in Advertising for a second year, with applications to join the judging academy now open. For the second year, ARIA Awards for Best Use of an Australian Recording in an Advertisement will be handed out in two categories: up to and over two minutes in duration.

This year, the winners will be determined by an expanded judging academy, which will function similarly to those that select other ARIA Awards. Applications for the academy, which will comprise advertising and music sync experts, are open now. Advertising professionals, media specialists and those with relevant experience may apply.

“We are so thrilled to welcome back a very important strategic addition to last year’s ARIA Awards and continue to celebrate the pivotal role advertising and the broader media and marketing industry can play in spotlighting Australian talent and creativity, especially when it concerns the outstanding musical talent on our shores,” said ARIA CEO, Annabelle Herd.

“Musicians and advertisers both have a critical role in telling our nation’s stories and defining our culture; we’re looking forward to continuing to promote and expand this important award category and welcome all applicants for the judging academy”.

The new ARIA Awards for Best Use of an Australian Recording in an Advertisement were launched in 2022 as part of Our Soundtrack Our Ads: a joint initiative between Our Soundtrack Our Stories and M&C Saatchi Sport & Entertainment. It is an extension of the existing Our Soundtrack Our Stories, launched in 2021 to promote the use of Australian music across the local business and media landscape.




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