Tommy Medalia and Joe Hawkins have won Gold and Silver at the 2017 Gold Siren awards for a highly amusing series of ads designed to change driver behaviour for the Road Safety Commission called ‘Time with Mum.’
The winners are off to France to attend the Cannes Advertising Lions Festival next month.
The awards were held at the trendy Alumbra Club in Docklands Melbourne, and were hosted by Fox FM’s Dave Thornton. See pics of the night below from our radioinfo reporter in Melbourne.
Hawkins and Medalia created the three ads at 303 MullenLowe to illustrate what happens when you lose your licence and you’re at the mercy of your mum and friends for lifts. All three spots – Window, Pilates and Out of Options won Gold for the overall win and the Sliver Siren for best radio campaign (three or more ads in a campaign).
The clever humour in the ads appeals to the target audience of young, potentially over confident drivers and shows what happens when the freedom to drive is taken away.
The Gold Siren winners, Medalia and Hawkins, receive automatic entry for the winning ads into the Cannes Advertising Lions Festival in June. The creatives and their client the Road Safety Commission win accommodation, airfares and delegate passes to attend the event.
The Silver Siren award in the single category went to Evan Roberts and Stephen de Wolf from Clemenger BBDO Melbourne for the ad ‘Every Speed has a Consequence’ for the Transport Accident Commission (Victoria). The powerful ‘sliding door moment’ ad reminds drivers that slowing down can completely change the outcome of a road accident.
Prolific Siren award winner Paul Le Couteur of Flagstaff Studios took out the Silver Siren in the craft category for production of the ad ‘Ticking Clock’ for Victoria Bitter. Created to remind tradies that knock-off time is beer o’clock, the ad starts with the sound of a normal ticking clock. Slowly the tick-tock of the clock transitions into the classic Victoria Bitter theme song.
The Siren $5,000 Client Award, judged by an industry panel of clients rather than the Siren Creative Council, is chosen from the five overall 2017 round winners and was won by Richard Shaw and Russell Fox from Clemenger BBDO Melbourne with the ad ‘Ticking Clock’ for Victoria Bitter. Richard Shaw and Russel Fox worked closely with Paul le Couteur to produce the winning craft entry.
At the presentation CRA CEO Joan Warner said: “This year’s finalists were outstanding and the radio industry is proud to support the creative talent throughout Australia.”
The 13th annual Siren Awards, run by Commercial Radio Australia, recognise the best radio advertising in Australia.
The Gold Siren and the Silver Siren winners, across the craft, single and radio campaign categories, were selected from hundreds of entries throughout 2016-17 over five rounds, plus a final call. They were judged by the Siren Council, comprised of creative directors and producers from leading advertising agencies and studios throughout Australia.
2017 Siren Award winners
Listen by clicking the links
GOLD
Joe Hawkins & Tommy Medalia
303 MullenLowe
“Time with Mum” for Road Safety Commission
SILVER
Radio Single
Evan Roberts & Stephen de Wolf
Clemenger BBDO Melbourne
“Every Speed has a Consequence” for Transport Accident Commission (Victoria)
SILVER
Radio Campaign
Joe Hawkins & Tommy Medalia
303 MullenLowe
“Time With Mum” for Road Safety Commission
SILVER
Radio Craft
Paul Le Couteur
Flagstaff Studios
“Ticking Clock” for Victoria Bitter
Client Award
Richard Shaw & Russel Fox
Clemenger BBDO Melbourne
“Ticking Clock” for Victoria Bitter
Photos from the awards presentation are below.
