M&C Saatchi’s “Ugly, but good for you” campaign for Lilydale/Steggles has won the coveted Gold and Silver Siren Awards for 2021’s best radio campaign.

Creatives Melissa Hawkett and Jason Leigh accepted the awards at a ceremony in Sydney tonight hosted by comedian and Triple M breakfast presenter Lawrence Mooney.

The series of four 60-second workout tracks in the genres of techno, pop, hip hop and rock use catchy beats and humour to convince listeners turkey is the ultimate lean protein meal.

The “Ugly, but good for you – German Jog Techno” ad in the campaign also won Silver Sirens for best single radio ad and excellence in craft.  The ad was produced by sound engineer Hylton Mowday from We Love Jam Studios.

CRA’s Joan Warner says the winning campaign pushed creative boundaries.

“We congratulate the winners and their client Steggles for an inventive campaign that shows how creativity in audio can capture attention and compel you to keep listening,” she said.  

The 17th annual Siren Awards celebrate excellence and creativity in radio advertising and were held at the Beresford in front of an audience of advertising agency and radio industry attendees.  The awards are judged by the Siren Creative Council – a panel of creative directors from leading ad agencies across the country.

Sydney agency BMF was recognised with the Client Award for the ALDI Great Fresh Food Migration campaign for ALDI Australia, created by Roy Leibowitz and Chris Wilson.  The Client Award was judged by a panel of clients rather than agency creative directors.

Lawrence Mooney spoke to radioinfo about the evening.

2021 Siren Award Winners

GOLD
M&C Saatchi
Melissa Hawkett & Jason Leigh
Ugly, but good for you for Lilydale/Steggles

SILVER
Radio Single
M&C Saatchi
Melissa Hawkett & Jason Leigh
Ugly, but good for you – German Jog Techno for Lilydale/Steggles

SILVER
Radio Campaign
M&C Saatchi
Melissa Hawkett & Jason Leigh
Ugly, but good for you for Lilydale/Steggles

SILVER
Radio Craft
We Love Jam Studios
Hylton Mowday
Ugly, but good for you – German Jog Techno for Lilydale/Steggles

Client Award
BMF
Roy Leibowitz & Chris Wilson
ALDI Great Fresh Food Migration for ALDI Australia

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