Tommy Medalia and Joe Hawkins strike Gold at the 2017 Siren Awards for RSC 'Time with Mum' radio campaign via 303 MullenLowe, Perth

Comments (2)
TommyMedalia_JoeHawkins_Sirens2017_BLOG.jpgTommy Medalia (left) and Joe Hawkins (right) have won Gold and Silver at the 2017 Siren awards with their amusing 'Time With Mum' campaign, designed to change driver behaviour for the Road Safety Commission.

Hawkins - now at Marketforce - and Medalia created the three ads at 303 MullenLowe Perth to illustrate what happens when you lose your licence and you're at the mercy of your mum and friends for lifts. All three spots - 'Window', 'Pilates' and 'Out of Options' won Gold for the overall win and the Silver Siren for best radio campaign (three or more ads).

The clever humour in the ads appeals to the target audience of young, potentially over confident drivers and shows what happens when the freedom to drive is taken away. The campaign, produced by Brad Habib at Soundbyte, won the Campaign category in round three of this year's competition.
It's the second time in the past three years the Gold Siren has headed west, following Southern Cross Austereo's Matt Dickson's win in 2015.

As Gold Siren winners, Medalia and Hawkins receive automatic entry for the winning ads into the Cannes Lions Festival in June. The creatives and their client, the Road Safety Commission, also win accommodation, airfares and delegate passes to attend the event. 

The Silver Siren award in the single category went to Evan Roberts and former Campaign Brief staffer Stephen de Wolf from Clemenger BBDO Melbourne, for the ad 'Every Speed has a Consequence' for the Transport Accident Commission (Victoria). The powerful 'sliding door moment' ad reminds drivers that slowing down can completely change the outcome of a road accident.

Paul le Couteur_Sirens2017_BLOG.jpgProlific Siren award winner Paul Le Couteur (left) of Flagstaff Studios took out the Silver Siren in the craft category for production of the ad 'Ticking Clock' for Victoria Bitter.  Created to remind tradies that knock-off time is beer o'clock, the ad starts with the sound of a normal ticking clock. Slowly the tick-tock of the clock transitions into the classic Victoria Bitter theme song. 

The Siren $5,000 Client Award, judged by an industry panel of clients rather than the Siren Creative Council, is chosen from the five overall 2017 round winners and was won by Richard Shaw and Russell Fox from Clemenger BBDO Melbourne with the ad 'Ticking Clock' for Victoria Bitter. Shaw and Fox worked closely with le Couteur to produce the winning craft entry.

At the presentation of the Siren Awards in Melbourne, Joan Warner, chief executive officer of Commercial Radio Australia said: "This year's finalists were outstanding and the radio industry is proud to support the creative talent throughout Australia."

The 13th annual Siren Awards, run by Commercial Radio Australia, recognise the best radio advertising in Australia. The 2017 awards were hosted by comedian and Fox FM Melbourne breakfast presenter, Dave Thornton at Alumbra at Docklands in Melbourne.

The Gold Siren and the Silver Siren winners, across the craft, single and radio campaign categories, were selected from hundreds of entries throughout 2016-17 over five rounds, plus a final call. They were judged by the Siren Council, comprised of creative directors and producers from leading advertising agencies and studios throughout Australia.

To listen to the winning ads click here.

2017 Siren Award winners

Joe Hawkins & Tommy Medalia
303 MullenLowe
"Time with Mum" for Road Safety Commission

Radio Single
Evan Roberts & Stephen de Wolf
Clemenger BBDO Melbourne
"Every Speed has a Consequence" for Transport Accident Commission (Victoria)

Radio Campaign
Joe Hawkins & Tommy Medalia
303 MullenLowe
"Time With Mum" for Road Safety Commission

Radio Craft
Paul Le Couteur
Flagstaff Studios
"Ticking Clock" for Victoria Bitter

Client Award
Richard Shaw & Russel Fox
Clemenger BBDO Melbourne
"Ticking Clock" for Victoria Bitter


Josh said:

Ahh always awesome to see Perth killing it with radio! Well done lads, this is a spectacular result!

Dav said:

Your mums are proud.

Leave a comment