New Metro Trains campaign wins at Sirens

Staff Writer

The same people that brought us the 'Dumb Ways to Die' campaign for Metro Trains, have won in the second round of 2014 Sirens.

McCann Melbourne have developed a campaign to promote the rail network’s new “Notify” app.

Written by John Mescall & Pat Baron and produced by Ralph van Dijk at Eardrum, it was the overall winner of the round and also claimed the campaign category. The ad “Boss Man”, from the same campaign, won the single category, with the other ads from the campaign, “Baby Giraffe” and “Breakfast TV”, highly commended.

Hear all 3 ads :-
or hear it here

John Mescall said: “Compared to most ads on radio, these have a reasonably unique tone of voice. Jean Kittson did a great job with the words we gave her. I also give kudos to the guys at Metro, who don’t have a problem admitting that your train running late is actually bad news. Honesty can be a rare commodity in advertising.”

CRA's CEO Joan Warner said: “It’s another great win for McCann Melbourne. The range of innovative ads entered into the Siren Awards, always impress with their creativity, and demonstrate how effective radio can be for advertisers.”

The “Metro Notify” campaign is now in the running to win the Gold Siren for best radio ad of the year, to be announced in May next year.

Round 3 of the 2014 Siren Awards is now open. Entries close September 13. Find out more here.

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