The Monkeys win Round 4 of the Siren Awards for BCF 

The Monkeys, part of Accenture Song, has won round 4 of the commercial radio Siren Awards with BCF A-to-Z for Boating Camping Fishing (BCF). 

The ad from creatives Joseph Sibley and Hugh Gurney was inspired by the familiarity of the BCF jingle and a comment from BCF that they want to be known for more than just boating, camping and fishing. 

CRA chief executive officer Ford Ennals said: “Congratulations to all our winners from round 4 of the Siren Awards. The BCF song is an outstanding example of how creative use of audio can be a central part of building and evolving a brand.”      

Sibley and Gurney said: “We thought we could rewrite their jingle so it didn’t end at just BCFing. By now, Australians are very familiar with the BCF song, so we changed people’s expectations of the song in an unexpected way.  

“We’re very fortunate to be working on a brand that is known for something, so playing with advertising expectations is an ingredient that a lot of brands do not have the luxury of. It comes after years of strong brand building.” 

“Sirens is truly one of the most rewarding achievements because you get the chance to go to the Gold Siren Award for the best radio ad, with the major prize being a trip to France at the Cannes Lions International Advertising Festival.” 

Sound Engineer Tom Rouch from Electric Dreams sound studio also took home the craft category winner for “BCF A-to-Z”. 

The Sirens Council selected The Royals-produced “Equipped for Anything”’, as the campaign winner of the round for their client, Coates Group. 

The commercial radio Siren Awards are run by CRA to recognise outstanding radio advertising and are judged by industry experts across five rounds throughout the year, plus a final call round. 

Winning entries from each round are entered into the 2023 Gold Siren Awards, with the winner to be announced in May 2023. Round 5 entries are open until February 8. 

Listen to the Round 4 winning ads here and enter at Siren Awards.