Radio ad which lowers listeners’ body temperatures wins Round 2 of Siren Awards
Pictured: Matt Wilson & Luke Williams
Perth’s Wunderman Thompson has won Round 2 of Commercial Radio Australia’s 2022 Siren Awards for its ‘Cold Campaign’.
The campaign was created by Matt Wilson and Luke Williams for the Anglicare WA Winter Appeal, and was awarded the overall, Single and Craft category in this round of awards.
Soundbyte Studios’ Brad Habib was also named as the winner of the craft category for his audio contributions to the campaign.
The campaign explores the concept of ‘temperature contagion’ – an involuntary response that cools the body to help empathise with those who are freezing – in a bid to draw awareness to the plight of homeless communities sleeping rough in winter.
Wilson said the spot can cool a listener’s body temperature by up to one degree, which he said was “really unique”.
“When you find a new way to use radio which makes people have a physical reaction (whether they know it or not), you run with it,” Wilson added.
CRA’s CEO Joan Werner commended Wunderman Thompson for taking out Round 2 of the awards, making particular note of the ad’s uniquely interactive concept.
“The Cold Campaign demonstrates how radio advertising can create a unique and compelling call-to-action for the charity sector and bring awareness to important social issues such as homelessness,” Werner said.
Other winners from Round 2 of the industry awards include SDWM. The independent agency was honoured as Campaign winners for its TAC ‘Country Racing Victoria’ drink driving campaign.
SDWM creators Sebastian Covino and James Orr were recognised with a Highly Commended nod in the Single category alongside Rare creatives Simon Mullins and Rob Mead for their ‘The power of words’ campaign for the Breast Cancer Research Centre, WA.
Andrew Millar from Black Sheep Advertising was Highly Commended for his ‘Selfish Prick’ ad for the South Australia Police.
Three campaigns were also Highly Commended in the Campaign category, including Magnus Newman from NOVA Entertainment’s CREATE, for ‘In the Wild’ for The Wild Fig brand; Sarah Mould and Nick Williams from The Core Agency with ‘Don’t worry about it. Doctors on Demand it’ for Doctors on Demand; and Nathan Russell and Ben Clayton from NOVA Entertainment’s CREATE for ‘Brian the Neighbour’, ‘Hey Alexa’ and ‘Hello – Goodbye’ for the brand Franklyn.
Additionally, three ads were Highly Commended in the Craft category, including MDS Audio sound engineer Tim Count for Accident Claims Lawyers’ ‘Bingle Jingle’; Astbury Studio’s sound engineer Justin Astbury for the RAA’s ‘Thai Food’; and Recordworks Studio’s Jason Millhouse for Subway’s ‘Sandwich Love’.
Each winning entry from Round 2 will be entered into the 2022 Gold Siren Awards, with the final winner being unveiled next May.
Submissions for Round 3 of the 2022 Siren Awards close on Saturday, September 4.