The best Australian radio ad of 2018 has been revealed at this year's Siren awards. Ray Ali and Carlo Mazzarella from Clemenger BBDO Melbourne won Gold and Silver at the Siren Awards with an ad about anxiety for mental health advocacy group Beyondblue.
The ad “Sound Booth”, which raises awareness about anxiety and encourages those with symptoms to seek help, was awarded the prestigious Gold Siren at an event in Sydney and the Silver Siren for best single radio ad.
The ad also took out the Client Award, a $5,000 cash prize that is judged by a separate panel of clients, rather than agency creative directors.
For winning a Gold Siren, Ali and Mazzarella receive automatic entry for their winning ad into the international Cannes Lions Festival in June. The creatives and their clients also win accommodation, airfares and delegate passes to attend the event.
The winning creative team, Ray Ali and Carlo Mazzarella, said the most effective radio ads are those that are not too complicated.
“Working on the anxiety campaign, we learned how crippling a condition it can be, often stopping people from finishing things they want to achieve. We thought that this could be a pretty powerful concept to explore," they said.
The Silver Siren for best radio campaign (three or more ads in a campaign) went to Tim Newton and Wilora Keeley from J. Walter Thompson for a campaign for the WA Police Union in support of a 1.5% pay increase for police officers.
2018 Siren Award winners
Gold
Ray Ali & Carlo Mazzarella
Clemenger BBDO Melbourne
“Sound Booth” for Beyondblue
Silver - Radio Single
Ray Ali & Carlo Mazzarella
Clemenger BBDO Melbourne
“Sound Booth” for Beyondblue
Silver - Radio Campaign
Tim Newton & Wilora Keeley
J. Walter Thompson
“How much to...?” for WA Police Union
Silver - Radio Craft
Matt Perrott
Uncanny Valley
“NSW Water Safety” for NSW Government
Client Award
Ray Ali & Carlo Mazzarella
Clemenger BBDO Melbourne
“Sound Booth” for Beyondblue
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