2016 Siren Award Winners

Staff Writer

The industry has recognised the best radio advertising in Australia with the 12th annual Siren Awards last night in Melbourne. Hear the winning ads.

The Sirens run by Commercial Radio Australia saw  the ad by Melbourne agency Clemenger BBDO for Maltesers winning the 2016 Gold Siren award for the best radio ad of the year.

“Texas Chainsaw Massacre” by creatives Elle Bullen and James Orr, took out the Gold overall win, plus the Silver Siren for the single category. Judges found the innovative creative, attracted listener attention, was engaging and drew in the audience.

The Gold Siren winners and their client Maltesers receive automatic entry for the winning ad into the Cannes Advertising Lions Festival in June, plus accommodation, airfares and delegate passes to attend the event.

Multiple Siren winners Ralph van Dijk from Eadrum and Paul Le Couteur of Flagstaff Studios took out the Silver Siren in the craft category for production of the Gold Siren winning ad “Texas Chainsaw Massacre”.   The craft category recognises the quality of the ad production and takes into account the acting performance, the skilful use of music and sound design.

The Silver Siren for campaign (minimum of three ads in a series) was won by Sydney agency BMF for the ALDI Australia series of ads “Liquor Translator”.  BMF creative team Cam Blackley, Alex Derwin, David Fraser and Dantie Van Der Merwe produced three amusing ads featuring a brewer, winemaker or distiller from a different country and a deadpan, insensitive trilingual translator that uses cultural stereotypes and mistranslates.

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 2016 round winners and was won by one of the three ads in the BMF ALDI liquor campaign called “El Toro Macho”.

At the presentation of the Siren Awards in Melbourne, Joan Warner, chief executive officer of Commercial Radio Australia said: “Humour in radio ads can gain so much cut through on radio.  All the winning ads combine excellent writing, clever craft, plus comic timing and are deserving winners of this year’s Siren Awards.” 

The 12th annual Siren Awards, run by Commercial Radio Australia, recognise the best radio advertising in Australia. The 2016 awards were hosted by comedian Tom Gleeson at Alumbra at Docklands in Melbourne.

The Gold Siren and the runner-up Silver Siren winners, across the Craft, Single Ad and Radio Campaign categories, were selected from hundreds of entries over five rounds of judging throughout 2015-16. They were judged by the Siren Council, comprised of creative directors and producers from leading advertising agencies and studios throughout Australia.

2016 Siren Award winners

GOLD

COMMERCIAL TITLE: Texas Chainsaw Massacre

BRAND: Maltesers

ADVERTISING AGENCY: Clemenger BBDO
CITY: Melbourne

CREATIVES: Elle Bullen & James Orr

CREATIVE DIRECTOR:Evan Roberts

SILVER

Radio Single

COMMERCIAL TITLE: Texas Chainsaw Massacre

BRAND: Maltesers

ADVERTISING AGENCY: Clemenger BBDO
CITY: Melbourne
CREATIVES: Elle Bullen & James Orr

CREATIVE DIRECTOR:Evan Roberts

SILVER

Radio Craft

COMMERCIAL TITLE: Texas Chainsaw Massacre

BRAND: Maltesers
PRODUCTION COMPANY: Eardrum, Sydney

DIRECTOR: Ralph van Dijk (Eardrum)

CASTING:Earcasting
SOUND STUDIO: Flagstaff Studios, Melbourne

SOUND ENGINEER: Paul Le Couteur (Flagstaff Studios)

ADVERTISING AGENCY: Clemenger BBDO Melbourne
CITY: Melbourne/Sydney

CREATIVE DIRECTOR:Evan Roberts (Clemenger BBDO)

SILVER

Radio Campaign

CAMPAIGN TITLE: Liquor Translator

BRAND: ALDI Australia

ADVERTISING AGENCY: BMF
CITY: Sydney
CREATIVES:Cam Blackley, Alex Derwin, David Fraser & Dantie Van Der Merwe

CREATIVE DIRECTOR:Cam Blackley & Alex Derwin

CLIENT AWARD

Radio Single

COMMERCIAL TITLE: El Toro Macho

BRAND: ALDI Australia

ADVERTISING AGENCY: BMF
CITY: Sydney
CREATIVES: Cam Blackley, Alex Derwin, David Fraser & Dantie Van Der Merwe

CREATIVE DIRECTORS:Cam Blackley & Alex Derwin

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