M&C Saatchi wins round two of Siren Awards

Staff Writer

Ad Agency M&C Saatachi has won round two of the Siren Awards for their St Vincent de Paul Society ad which depicts homelessness through the eyes of a child.

The ad, entitled “Bedroom”, uses the voice of a child saying goodnight to all of the objects around her in the car she sleeps in to put a different face on the social issue of homelessness. 

Creatives Nick McHugh and Andrea Sarcullo said children often humanised inanimate objects, and they used this insight to illuminate the difficulty faced by thousands of women and children in Australia.

“I was a strange child who used to say ‘good morning’ to my Action Man and ‘good night’ to my toothbrush,” McHugh said. “Reassuringly, I discovered that I wasn’t the only kid who did this. So when we got this brief, we imagined what it would sound like for a child to speak to objects around their bedroom, if their bedroom was a car. There’s no jingle, no music, no spruiking, no special effects.  I think it’s this rawness that makes the ad stand out.”

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