DrinkWise campaign from The Monkeys named radio’s best ad
Creative agency The Monkeys has been awarded the coveted Gold Siren Award for 2020’s best radio advertisement for the DrinkWise commercial www.PeteGotPissed.com.au.
From creatives Hugh Gurney and Joe Sibley, the ad also received the Silver Siren Award in the single advertisement category at this afternoon’s virtual Siren Awards ceremony.
In the winning spot, Gurney and Sibley use humour and clever phrasing to convey the lingering consequences of overindulging in alcohol to convey responsible drinking.
The Monkeys also received the Silver Siren in the campaign category for the series of related DrinkWise ads, with all URLs directing to live websites that advocate responsible drinking.
Chris Gates from Southern Cross Austereo won the Silver Siren in the craft category for his The Loop advertisement, for mental health advocacy group Beyond Blue.
“Congratulations to the 2020 Siren Awards winners and all of the finalists who should commended for their remarkable creativity and innovation, said CRA boss Joan Warner.
“The advertisements awarded today are a real celebration of the power of radio advertising and its ability to have a substantial impact on listeners.
“I would also like to thank the Siren Creative Council for lending their creative and industry expertise to the judging process across all the rounds and the final 2020 Siren Awards event.”
In addition to the Silver Siren in the craft category, The Loop was awarded the Siren Client Award, with creatives Ray Ali and Carlo Mazzarella from Clemenger BBDO Melbourne.
The 16th annual Siren Awards, facilitated by Commercial Radio Australia, celebrated excellence and creativity in radio advertising.
Finalists were selected across the single, campaign and craft categories from entries received over five rounds, plus a final call round.
The Gold and Silver Siren Awards were judged by the Siren Creative Council, a panel of creative directors from leading ad agencies across the country.