The Monkeys win Round 4 of the commercial radio Siren Awards for BCF

Ad agency The Monkeys has won round 4 of the commercial radio Siren Awards with its radio ad “BCF A-to-Z” for Boating Camping Fishing (BCF).

The ad from creatives Joseph Sibley and Hugh Gurney (pictured) was inspired by the familiarity of the BCF jingle and a comment from BCF that they want to be known for more than just boating, camping and fishing.

CRA Chief Executive Officer Ford Ennals congratulated all winners from round 4:

“The BCF song is an outstanding example of how creative use of audio can be a central part of building and evolving a brand.”

Joseph and Hugh had a vision: “We thought we could rewrite their jingle so it didn’t end at just BCFing.”

“By now, Australians are very familiar with the BCF song, so we changed people’s expectations of the song in an unexpected way.

“We’re very fortunate to be working on a brand that is known for something, so playing with advertising expectations is an ingredient that a lot of brands do not have the luxury of. It comes after years of strong brand building.”

Reflecting on what it means to win a commercial radio Siren Award, they say “Sirens is truly one of the most rewarding achievements because you get the chance to go to the Gold Siren Award for the best radio ad, with the major prize being a trip to France at the Cannes Lions International Advertising Festival.”

Sound Engineer Tom Rouch from Electric Dreams sound studio also took home the craft category winner for “BCF A-to-Z”.

The Sirens Council selected The Royals-produced ‘Equipped for Anything’ as the campaign winner of the round for their client, Coates Group.

The commercial radio Siren Awards are run by CRA to recognise outstanding radio advertising and are judged by industry experts across five rounds throughout the year, plus a final call round.

Winning entries from each round are entered into the 2023 Gold Siren Awards, with the winner to be announced in May 2023. Round 5 entries are open until February 8.

Listen to the Round 4 winning ads here and enter here.

Round 4 Overall and Single Winner

Entering Company: The Monkeys

Commercial Title: BCF A-to-Z

Brand: Boating Camping Fishing (BCF)

Advertising Agency: The Monkeys

Creatives: Joseph Sibley, Hugh Gurney

Creative Directors: Joseph Sibley, Hugh Gurney

Campaign Winner

Entering Company: Coates Group Pty

Commercial Title: Equipped for anything

Brand: Coates

Advertising Agency: The Royals

Creatives: Pat Allenby & Nick Cole

Creative Directors: Sebastian Vizor

Craft Winner

Entering Company: The Monkeys

Commercial Title: BCF A-to-Z

Brand: Boating Camping Fishing (BCF)

Production Company: N/A

Director: N/A

Casting: Steven Gates

Sound Studio: Electric Dreams

Sound Engineer: Tom Rouch

Advertising Agency: The Monkeys

Creative Directors: Joseph Sibley, Hugh Gurney

Single Highly Commended

Entering Company: Croissant Express

Commercial Title: Excuse My French

Brand: Croissant Express

Advertising Agency: NOVA Entertainment & LSA Advertising

Creatives: Garry Dean & Drew Barrett

Creative Director: Garry Dean

Entering Company: Croissant Express

Commercial Title: Excuse My French

Brand: Croissant Express

Advertising Agency: NOVA Entertainment & LSA Advertising

Creatives: Garry Dean & Drew Barrett

Creative Director: Garry Dean

Campaign Highly Commended

Entering Company: Rare

Commercial Title: Ready for Take-off

Brand: Transperth

Advertising Agency: Rare

Creatives: Simon Mullins, Rob Mead

Creative Directors: Liz Hammond

Entering Company: GSL Media Group

Commercial Title: Great Yarns & Unforgettable Sheds

Brand: Australian Garage Supermarket

Advertising Agency: N/A

Creative: Selina Hynes & Matt Cancian

Creative Director: Selina Hynes

Craft Highly Commended

Entering Company: EasyStart Homes

Commercial Title: Discover Land

Brand: Kellie Boyer

Production Company:

Director: Brad Habib

Casting: Brad Habib

Sound Studio: Soundbyte

Sound Engineer: Brad Habib

Advertising Agency: Wildlings Creative

Creative Director: Matt Wilson

Entering Company: Southern Cross Austereo – Brisbane

Commercial Title: Revel Yell

Brand: Revel Brewing Co.

Production Company: The Studio – Southern Cross Austereo – Brisbane

Director: Tony Byrne

Casting: Tony Byrne

Sound Studio: SCA – The Studio – Brisbane

Sound Engineer: Andrew Fritsch

Advertising Agency: The Studio – Southern Cross Austereo – Brisbane

Creative Director: Tony Byrne