Summ’it aims to connect audiences through audio storytelling
Christmas is a time for giving, but BMF’s radio ad campaign, “ALDI Christmas 2022” for ALDI Australia, has taken top spot as “Best Campaign” as well as the overall winner in round five of the commercial radio Siren Awards.
The Sirens Award winners are selected by a body of industry experts to recognize outstanding radio advertising, and winning entries from each round will be part of the 2023 Gold Sirens, to be held later this year.
The BMF team said that the winning radio ads aimed to “avoid the typical Christmas schmaltz by creating a tension between warm generosity and aggressive hosting. It really speaks to the realities of complex family relationships (but in a fun way!)
“Yes, we have hams to sell. But wrapping those hams in something that will make people smile, relate and actually lean in – that’s our goal. For us, radio is such a rewarding medium. With only 15 seconds, it’s vital to be able to quickly and efficiently create a specific mood. Winning the Siren gives us the confidence to always keep pushing radio as the massive creative opportunity it is.”
M&C Saatchi received the “Single Winner” and “Craft Winner” for client Steggles Turkey. The ad, which promotes the benefits of being ugly, gobbled up top spot in the Single Winner and Craft Winner categories.
Commercial Radio and Audio are the organizers of the Sirens. CRA CEO Ford Ennals said: “The winning radio ads hit home with creativity while nailing a client brief with pinpoint accuracy. Such is the power of audio storytelling in supporting and evolving brand values.”
You can listen to both ads, as well as all the round five winning ads, here.
The full list of winners are:
Round 5 Overall and Campaign Winner
Entering Company: BMF
Commercial Title: ALDI Christmas 2022
Brand: ALDI Australia
Advertising Agency: BMF
Creatives: Josie Fox, Harry Stanford, Erica Mallett & Angel McMullan
Creative Directors: David Fraser and Dantie Van Der Merwe
Single Winner
Entering Company: Baiada
Commercial Title: Ugly makes you super (Tech).
Brand: Steggles Turkey
Advertising Agency: M&C Saatchi
Creatives: Jason Leigh
Creative Directors: Sharon Edmondston, Cam Blackley
Craft Winner
Entering Company: Baiada
Commercial Title: Ugly makes you super (Tech).
Brand: Steggles Turkey
Production Company: Massive Music
Director: Nathan Cavaleri (Composer)
Casting: N/A
Sound Studio: Massive Music
Sound Engineer: Nathan Cavaleri (composer), Simon Kane (engineer).
Advertising Agency: M&C Saatchi
Creative Director: Sharon Edmondston
Single Highly Commended
Entering Company: Baiada
Commercial Title: Ugly makes you super (History).
Brand: Steggles Turkey
Advertising Agency: M&C Saatchi
Creatives: Jason Leigh
Creative Directors: Sharon Edmondston, Cam Blackley.
Entering Company: BMF
Commercial Title: ALDI Christmas 2022 – A Most Insistent Host
Brand: ALDI Australia
Advertising Agency: BMF
Creatives: Josie Fox, Harry Stanford, Erica Mallett & Angel McMullan
Creative Directors: David Fraser, Dantie Van Der Merwe
Entering Company: BMF
Commercial Title: ALDI Christmas 2022 – Panettone
Brand: ALDI Australia
Advertising Agency: BMF
Creatives: Josie Fox, Harry Stanford, Erica Mallett & Angel McMullan
Creative Directors: David Fraser and Dantie Van Der Merwe
Campaign Highly Commended
Entering Company: Friend in Need
Commercial Title: Friend in Need – DV, Seperation, Finance
Brand: Friend in Need
Advertising Agency: Wildlings Creative
Creatives: Matt Wilson, Neil Martin, Pat Lennox, Ben Green, Garreth Bennett
Creative Directors: Matt Wilson, Neil Martin, Pat Lennox, Ben Green
Entering Company: Baiada
Commercial Title: Ugly makes you super (30″ campaign).
Brand: Steggles Turkey
Advertising Agency: M&C Saatchi
Creatives: Jason Leigh
Creative Directors: Jason Leigh
Craft Highly Commended
Entering Company: Eardrum
Commercial Title: Sledging – Big Bat
Brand: Coopers Mild
Production Company: Eardrum
Director: Ralph van Dijk
Casting: Eardrum
Sound Studio: Sonar Music
Sound Engineer: Timothy Bridge
Advertising Agency: The Royals
Creative Directors: Seb Vizor
Entering Company: Eardrum
Commercial Title: Sledging – Boundaries
Brand: Coopers Mild
Production Company: Eardrum
Director: Ralph van Dijk
Casting: Eardrum
Sound Studio: Sonar Music
Sound Engineer: Timothy Bridge
Advertising Agency: The Royals
Creative Directors: Seb Vizor
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