The Brand Agency scoops Round 5 of 2018 Siren Awards

Round 5 of the 2018 Siren Awards has been won by The Brand Agency, who took out the single category as well as the overall round.

Their ad, ‘Bottle Siren’ was created for the Road Safety Commission, and creative team Niall Stephen and Lachlan Banton aimed to deliver their anti-drink driving message in a creative way.

The ad used the sound of blowing across an empty bottle “pan flute style” to imitate the sound of a siren.

“We work in entertainment as much as we do advertising and that forces you to tell your story in a truly interesting way,” said Stephen.

An important element of an effective radio ad is a brave client, as a unique creative can feel foreign and scary,” added Banton.

The Siren Awards celebrate the best in radio advertising and are judged over five rounds throughout the year by a panel of industry experts.

“All category winners used radio’s unique ability to form a picture in the mind of the listener,” said Commercial Radio Australia CEO Joan Warner.

The 2018 Gold Siren winner will win a trip to the Cannes Lions International Festival of Creativity.

Silver Sirens are awarded in each of the three categories: single, campaign and craft.

There is also a client-voted award in the form of a a $5000 cash prize.

The Gold Siren winner will be announced in May. The full list of round 5 winners is available here.