A series of radio ads for 7-Eleven created with voice messages left by consumers has won the overall and campaign categories for round five of this year’s Siren Awards, making it eligible to be considered for the Gold Siren, to be announced next month.
The campaign, called “Choc-milkoholics”, was written by Andrew Woodhead from the agency, Leo Burnett in Melbourne. The agency put up posters in 7-Eleven stores all over Australia featuring a fake helpline to assist people addicted to chocolate milk. Over 2000 people called the hotline, and the ads were made using the most outlandish responses received.
Two entries were highly commended in the campaign category. “Stay Wake Around Your Mates” for National Foods, written by Glenn Dalton and George Freckleton from AJF Partnership and the “Snowy Mountains Brewery” written by Ralph van Dijk from agency, Eardrum.
The winner of the single category was an ad for Domain.com.au called “Parents” written by Guy Lemberg from agency Love Communications.
Two ads were highly commended in the single category. They were “Space” for Ikea written by Dav Tabeshfar from 303 Group and “This song goes out to….” for Curtin Business School, written by Joe Hawkins from Gatecrasher Advertising.
Winner of the craft category was “Shareholder” for Commercial Radio Australia, written by Ralph van Dijk of Eardrum. The ad was produced by Rod Enright of studio Song Zu.
Three ads were highly commended in the craft category. They were “Animal Fall” for the RSPCA Drought Animal Aid Appeal, written by Doogie Chapman and produced by James Ashton from Risk Sound; “Tennis” for Mrs Mac’s Pies, written by Ron Samuel from Cooch Creative and produced by Marty Braine from Brainestorm Productions and “Big Finish” for Commercial Radio Australia, written by Ralph van Dijk from Eardrum and produced by Paul Le Couteur from Flagstaff Studio.
The 2007 Gold Siren winner will be announced at a breakfast in Melbourne on May 4 hosted by Austereo drive duo, Hamish and Andy. The Gold Siren winner will be selected from all winning and highly commended entries throughout all five 2007 rounds, and receives a trip for two to Cannes and entry into the 2007 Cannes Radio Lions.
The national Siren Awards are run by Commercial Radio Australia and are designed to recognise the best radio advertising in the country.