Commercial Radio Australia awarded its final round of 2021 Siren Awards at a ceremony in Sydney on June 3. M&C Saatchi’s “Ugly, but good for you” campaign for Lilydale/Steggles won the Gold and Silver Siren Awards for 2021’s best radio campaign. Art director Melissa Hawkett and copywriter Jason Leigh accepted the awards at the live event.
The series of four 60-second workout tracks in the genres of techno, pop, hip hop and rock use catchy beats and humor to convince listeners that turkey is the ultimate lean protein meal.
The “Ugly, but good for you – German Jog Techno” ad in the campaign also won Silver Sirens for best single radio ad and excellence in craft. Sound engineer Hylton Mowday from We Love Jam Studios produced the ad.
Joan Warner, CRA’s CEO, said the winning campaign pushed creative boundaries.
“We congratulate the winners and their client Steggles for an inventive campaign that shows how creativity in audio can capture attention and compel you to keep listening,” said Warner.
The Siren Awards celebrate excellence and creativity in radio advertising. The 17th annual event was held at the Beresford, with attendees from the advertising and radio industries. The awards are judged by the Siren Creative Council, a panel of creative directors from leading ad agencies across the country.
In addition, Sydney agency BMF won the Client Award for the ALDI Great Fresh Food Migration campaign for ALDI Australia, created by Roy Leibowitz and Chris Wilson. The Client Award is judged by a panel of clients rather than agency creative directors.
Listen to the finalists and award winners here.