Australian creative agency BMF has made virtually a clean sweep at the 2023 Siren Awards. The agency’s “Special you can buy – atoms 1078” for client ALDI Australia won the coveted Gold, Silver single ad, and Bronze client awards.
The agency won against tough competition, which included over 70 different agencies from across Australia participating in the 19th annual Siren Awards, hosted by Commercial Radio & Audio and which recognize the importance of creativity in generating truly memorable, effective radio advertising.
The creatives of the multi-award-winning radio ad are Kiah Nicholas and Emily Field, with David Fraser and Dantie Van Der Merwe as creative directors.
“It’s a huge honor and a privilege,” Nicholas said. “Emily and I are blown away with the industry acknowledgment, not only for the Gold Siren but also the Silver Siren for a single radio ad and the Bronze client Siren awards.”
The winners were announced in a special Siren Awards show streamed from the ARN studios hosted by KIIS talent Mitch Churi and Nat Penfold.
Comets, brontosauruses and ALDI special buys
The winning ad aimed to make for unexpected retail experiences by aligning comets, brontosauruses and ALDI special buys, including decorative garden meerkats, using soundscape, production and casting with great impact to engage radio listeners.
Ford Ennals, chief executive officer of CRA, said, “Congratulations to all the Siren winners over the five rounds we held this year. Over 30 finalists were chosen for the Silver Siren Awards, and the level of creativity displayed by all the finalists was truly mind-blowing.
BMF, as the winning agency for the Gold Siren Award, won the coveted gold trophy and two tickets to the 70th Annual Cannes Lions International Festival of Creativity in June, with travel and accommodation. CRA will enter the winning ad into the Cannes Lions radio award. As the client of the winning agency, ALDI Australia will also receive a travel and accommodation package to the Cannes Festival. As the Bronze Client Award winner, the writers of the winning ad also receive $1,000 from CRA.
BMF creative directors David Fraser and Dantie Van Der Merwe said, “Not only was it incredible to win the Gold Siren, but we’re stoked to have been in such good company with the ALDI Christmas campaign also winning a Silver Siren. We’re super proud of all the teams. And we couldn’t have done any of it without our ALDI clients consistently backing great creative work.”
“Radio is the only medium where you can still get people’s undivided attention,” Field added, “It can move hearts and minds, as much if not more so than other mediums.”
You can listen to the winning ads here and the read the copy of BMF’s Gold Siren Award-winning ad here.