Creative agency The Monkeys win Round 5 of the 2020 Sirens

Staff Writer
Sirens 2020
The Monkeys' Hugh Gurney and Joe Sibley

Creative agency The Monkeys is the overall winner of Round 5 of the 2020 Siren Awards and has taken the top spot in the single category for its DrinkWise ad.

The agency also secured first place in the campaign category for the DrinkWise series.

Creatives Hugh Gurney and Joe Sibley tell the story of Pete’s drunken mishap in order to convey the DrinkWise message of responsible drinking.

The ad’s deviation from the typical use of a URL in radio commercials is a frank and funny way to show lingering consequences.

“The best way to show how a drunken night can live permanently on the internet is by dedicating an entire website to someone’s night gone awry because of too much booze,” said Gurney and Sibley.

“So many radio ads finish with a URL. To demonstrate how evidence of drunken stupidity can live forever online, we turned this URL into our message.”

Sound engineer Liam Annert from Rumble Studios has been named winner of the craft category for the Carton Dry ad ‘It’s the Most Wonderful Time for a Beer’.

The commercial pays homage to a classic Christmas carol with a parody reworking that finds humour in the frustrations and complications of the holiday season.

The ad’s production involved a live band, a trained singer and backup vocals.

“Congratulations to all the winners and those who received highly commended honours,” said CRA chief Joan Warner. “These innovative ads really affirm the power and versatility of radio advertising and the way it can deliver impactful messages directly to audiences.

Final Call Round winners have also been selected, with entries now open for Round 1 2021.

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