Round 1, 2009 Winner
To view all finalists click here.
Scroll down to the bottom of this page for winners pics, judges comments, ad audio & scripts and more!
An ad for Viewsonic, which rose to the challenge of a brief to “create a radio ad demonstrating superior picture quality” has won the overall and single categories for round one of the 2009 Siren Awards.
Written by Thomas Duncan-Watt from agency Gorilla Communications, Sydney, the ad called “Amazon” describes the picture quality of Viewsonic’s LCD monitors.
Judge and previous round winner, Josh Bryer from agency Mark in Sydney said the ad was a clear winner: “A great and simple idea, beautifully crafted, with excellent sound engineering. And a brilliant answer to a very tough brief.”
Mr Duncan-Watt said the challenge of the brief was also his inspiration: “I feel like it is the kind of radio ad that you can listen to several times and always hear something new. The level of detail and effort that went into the production is really evident in that way. Then again, for a machine that can produce more colours than a television screen, what better medium than radio?”
There were two highly commended entries in the single category. They were both written by Ryan Albuino and Andrew Chu from agency Marketforce in Perth for Lotterywest and were called “More Words – Weatherman” and “More Words – Pilot.”
These two ads were also part of a campaign of three ads that won the campaign category in this round for Lotterywest. The campaign was called “More Words.”
Judge and previous round winner, Josh Bryer from agency Mark in Sydney said about the campaign winner: “More Words is a clever and engaging idea, bought to life in three significantly different ways – all with good audio craftsmanship behind them.”
Highly commended in the campaign category was an ad called “Find Your Animal” for Perth Zoo, written by Kurt Beaudoin and Josh Edge, from agency, The Brand Agency in Perth.
Winner of the craft category was “Flying Knee” for the Epworth Foundation with sound engineer, James Ashton from production studio, Risk Sound in Melbourne.
Question and Answer with Round 1, 2009 Winners
What was your inspiration for the commercial?
The challenge of the brief itself: create a radio ad demonstrating superior picture quality. Then again, for a machine that can produce more colours than a television screen, what better medium than radio?
What makes your ad unique?
I feel like it is the kind of radio ad that you can listen to several times and always hear something new. The level of detail and effort that went into the production is really evident in that way.
What do you think is the most important thing when creating an effective radio commercial?
As a rule, there are no rules. But something that makes you laugh, makes you cry, a piece of theatre, or something that makes you think are all a good start. After all, you’re taking the listener’s attention away from Hamish and Andy or the traffic report, so you’d better have something interesting to say.
How will winning the Siren award help you?
It will definitely motivate me to keep perfecting my craft.
Judges Comments
Josh Bryer, Mark Sydney on Round 1 Single Winner – “’Amazon’ was a clear winner. A great and simple idea, beautifully crafted, with excellent sound engineering. And a brilliant answer to a very tough brief”.
Josh Bryer, Mark Sydney on Round 1 Campaign Winner – “’More Words’ jumped off the judging CD for its clever and engaging idea, bought to life in three significantly different ways – all with good audio craftsmanship behind them”.
