BMF has won round five of the commercial radio Siren Awards with their radio ad campaign “ALDI Christmas 2022” for ALDI Australia.
The Sirens Council selected the BMF campaign as Best Campaign as well as the Overall winner. The Sirens Single Winner and Craft Winner was ad agency M&C Saatchi’s (entered by Baiada) “Ugly Makes You Super (tech)” entry, for client, Steggles Turkey.
The creative team at the ad agency for the ALDI campaign, Josie Fox, Erica Mallett, Angel McMullan, and Harry Stanford said that the winning radio ads aimed to, “avoid the typical Christmas schmaltz by creating a tension between warm generosity and aggressive hosting. It really speaks to the realities of complex family relationships (but in a fun way!)
“Yes, we have hams to sell. But wrapping those hams in something that will make people smile, relate and actually lean in – that’s our goal. Sort of like… a hammy Trojan Horse.”
Ford Ennals, CRA chief executive officer, said: “Congratulations to all our winners from round 5 of the 2023 Siren Awards. The ALDI Christmas ad campaign was incredibly relatable for many of us. BMF’s radio ads hit home with creativity while nailing a client brief with pinpoint accuracy. Such is the power of audio storytelling in supporting and evolving brand values.”
The BMF creative team added: “For us, radio is such a rewarding medium where the sky’s the limit.
“With only 15 seconds, it’s vital to be able to quickly and efficiently create a specific mood,” in a radio ad, while, “having fun, ensuring the writing is sound-first, and using as much imagination as possible,” is key to an effective campaign. “Because anything can happen in radio.”
Reflecting on what it means to win a commercial radio Siren Award, the BMF team said, “Winning the Siren would give us the confidence to always keep pushing radio as the massive creative opportunity it is. Being recognised would be really affirming.”
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 are entered into the 2023 Gold Siren Awards.
Round 5 Overall and Campaign Winner:
Entering Company: BMF
Commercial Title: ALDI Christmas 2022
Brand: ALDI Australia
Advertising Agency: BMF
Creatives: Josie Fox, Harry Stanford, Erica Mallett & Angel McMullan Creative Directors: David Fraser and Dantie Van Der Merwe
Single Winner
Entering Company: Baiada
Commercial Title: Ugly makes you super (Tech). Brand: Steggles Turkey
Advertising Agency: M&C Saatchi
Creatives: Jason Leigh
Creative Directors: Sharon Edmondston, Cam Blackley
Craft Winner
Entering Company: Baiada
Commercial Title: Ugly makes you super (Tech).
Brand: Steggles Turkey
Production Company: Massive Music
Director: Nathan Cavaleri (Composer)
Casting: N/A
Sound Studio: Massive Music
Sound Engineer: Nathan Cavaleri (composer), Simon Kane (engineer). Advertising Agency: M&C Saatchi
Creative Director: Sharon Edmondston
Single Highly Commended
Entering Company: Baiada
Commercial Title: Ugly makes you super (History). Brand: Steggles Turkey
Advertising Agency: M&C Saatchi
Creatives: Jason Leigh
Creative Directors: Sharon Edmondston, Cam Blackley.
Entering Company: BMF
Commercial Title: ALDI Christmas 2022 – A Most Insistent Host Brand: ALDI Australia
Advertising Agency: BMF
Creatives: Josie Fox, Harry Stanford, Erica Mallett & Angel McMullan Creative Directors: David Fraser, Dantie Van Der Merwe
Entering Company: BMF
Commercial Title: ALDI Christmas 2022 – Panettone
Brand: ALDI Australia
Advertising Agency: BMF
Creatives: Josie Fox, Harry Stanford, Erica Mallett & Angel McMullan Creative Directors: David Fraser and Dantie Van Der Merwe
Campaign Highly Commended
Entering Company: Friend in Need
Commercial Title: Friend in Need – DV, Seperation, Finance
Brand: Friend in Need
Advertising Agency: Wildlings Creative
Creatives: Matt Wilson, Neil Martin, Pat Lennox, Ben Green, Garreth Bennett Creative Directors: Matt Wilson, Neil Martin, Pat Lennox, Ben Green
Entering Company: Baiada
Commercial Title: Ugly makes you super (30″ campaign). Brand: Steggles Turkey
Advertising Agency: M&C Saatchi
Creatives: Jason Leigh
Creative Directors: Jason Leigh
Craft Highly Commended
Entering Company: Eardrum Commercial Title: Sledging – Big Bat Brand: Coopers Mild
Production Company: Eardrum Director: Ralph van Dijk
Casting: Eardrum
Sound Studio: Sonar Music
Sound Engineer: Timothy Bridge Advertising Agency: The Royals Creative Directors: Seb Vizor
Entering Company: Eardrum Commercial Title: Sledging – Boundaries Brand: Coopers Mild
Production Company: Eardrum
Director: Ralph van Dijk
Casting: Eardrum
Sound Studio: Sonar Music
Sound Engineer: Timothy Bridge Advertising Agency: The Royals Creative Directors: Seb Vizor