Ad agency BMF’s “Special You can Buy – Atoms 1078” for client ALDI Australia has won the coveted Gold, Silver single ad, and Bronze client Siren Awards for 2023 for the best radio ad in Australia.
The agency won against competitive competition, which included over 70 different agencies from across Australia participating in the 19th annual Siren Awards, hosted by Commercial Radio & Audio and which recognise the important of creativity in creating effective radio advertising.
The creatives of the multi-award-winning radio ad are Kiah Nicholas and Emily Field, with David Fraser and Dantie Van Der Merwe as creative directors.
“It’s a huge honour and a privilege,” Kiah Nicholas said of winning the Gold Siren Award for 2023. “Emily and I are blown away with the industry acknowledgement, not only for the Gold Siren, but also the Silver Siren for a single radio ad and the Bronze client Siren awards.”
“Out of all the awards in all the world, how special it is that we won the Gold Siren for ALDI Australia’s “It’s Special You Can Buy.” And that we had such a special client to make it with,” Emily Field said.
The winners were announced in a special Siren Awards show streamed from the ARN studios today and hosted by KIIS talent Mitch Churi and Nat Penfold.
The winning ad aimed to make for unexpected retail experiences by aligning ALDI special buys as some of the most special things in existence, using soundscape, production and casting with great impact to engage radio listeners.
Ford Ennals, chief executive officer of CRA said: “Congratulations to all of the Siren winners over the five rounds we held this year. Over 30 finalists were chosen for the Silver Siren Awards, and the level of creativity displayed by all the finalists was truly mind blowing.
We congratulate Kiah, Emily, David and Dantie and the BMF team for taking home the Gold Siren Award for 2023 for their client ALDI Australia. Against strong competition your ad stood out for the client panel as well as the Sirens Creative Council.”
BMF, as the winning agency for the Gold Siren Award, has won the coveted gold trophy and two tickets to the 70th Annual Cannes Lions International Festival of Creativity with travel and accommodation. The winning ad will be entered into the Cannes Lion radio award. ALDI Australia, as client of the winning agency, will also receive a travel and accommodation package to the Cannes Festival in June. As the Bronze client Award winner, the writers of the winning ad also receive $1,000 from CRA.
On winning the Gold Siren prize package, Kiah said, “I’ll have to get my passport updated very quickly! Going to the Cannes festival is a huge opportunity. Emily and I can’t wait to learn as much as we can and come back, reinvigorated, to pass our knowledge forward, not just with our colleagues but also to award school students and to people coming up in the industry.”
The streamed 19th Siren Awards event showcased some of the best ads of 2023, as well as revisiting Gold Siren Award winners from previous years.
2023 Siren Award Winners
GOLD
BMF
Kiah Nicolas & Emily Field
Special you can buy (Atoms 1078) for ALDI Australia
SILVER
Radio Single
BMF
Kiah Nicolas & Emily Field
Special you can buy (Atoms 1078) for ALDI Australia
SILVER
Radio Campaign
BMF
Josie Fox, Erica Mallett, Angel McMullan & Harry Stanford
ALDI Christmas 2022 for ALDI Australia
SILVER
Radio-Craft
The Studio at SCA
Chris Gates & Paul Corbett
Sliding Doors for 7-Eleven
HIGHLY COMMENDED
Audio Innovation
The Hallway
Simon Lee & Also Ferretto
Boys Do Cry for GOTCHA4LIFE FOUNDATION
CLIENT AWARD
BMF
Kiah Nicolas & Emily Field
Special you can buy (Atoms 1078) for ALDI Australia
Listen to all the winners here.
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Top image: Kiah Nicolas & Emily Field