M&C Saatchi’s “Ugly, but good for you” campaign for Lilydale/Steggles has won the Gold and Silver Siren Awards for 2021’s best radio campaign.
Creatives Melissa Hawkett and Jason Leigh accepted the awards at a ceremony in Sydney hosted by comedian and Triple M breakfast presenter Lawrence Mooney.
Siren Awards winners with Lawrence Mooney
Moonman was a last-minute stand-in for Hit Network Sydney breakfast host Dave Hughes who faced challenges getting out of lockdown in Melbourne.
Three-time Sirens host Mooney entertained guests with a routine that had the appreciative audience rocking with laughter. The gags included a tribute to his SCA colleague Hughesy – “Good on you”. The comic entertainment included a history of Mooney’s years hosting the best awards show in Australia (just five trophies were handed out). Moonman even You Can’t-ed the audience at one stage, forgetting about the CRA instruction not to drop the C-bomb.
As usual Mooney was willing to share his family history with an audience. All gags worked a treat, except one reference to Princess Diana that was booed. “Too soon”, asked Moonman about the gag referring to an event that happened over two decades ago.
The gags were similar to what Moonman offers his Triple M audience every day, and even execs from competing radio networks in the room last night think his breakfast show with Pagey and Jess is underappreciated.
Gold Siren winners Melissa Hawkett and Jason Leigh from M&C Saatchi
Best Radio Ads
The “Ugly, but good for you – German Jog Techno” ad in the campaign also won Silver Sirens for best single radio ad and excellence in craft. The ad was produced by sound engineer Hylton Mowday from We Love Jam Studios.
Joan Warner, chief executive officer of awards organiser Commercial Radio Australia, said the winning campaign pushed creative boundaries.
“We congratulate the winners and their client Steggles for an inventive campaign that shows how creativity in audio can capture attention and compel you to keep listening,” she said.
The 17th annual Siren Awards celebrate excellence and creativity in radio advertising and were held at the Beresford Hotel in front of an audience of advertising agency and radio industry attendees. The awards are judged by the Siren Creative Council – a panel of creative directors from leading ad agencies across the country.
Sydney agency BMF was recognised with the Client Award for the ALDI Great Fresh Food Migration campaign for ALDI Australia, created by Roy Leibowitz and Chris Wilson. The Client Award was judged by a panel of clients rather than agency creative directors.
2021 Siren Award Winners
GOLD
M&C Saatchi
Melissa Hawkett & Jason Leigh
Ugly, but good for you for Lilydale/Steggles
SILVER
Radio Single
M&C Saatchi
Melissa Hawkett & Jason Leigh
Ugly, but good for you – German Jog Techno for Lilydale/Steggles
SILVER
Radio Campaign
M&C Saatchi
Melissa Hawkett & Jason Leigh
Ugly, but good for you for Lilydale/Steggles
SILVER
Radio Craft
We Love Jam Studios
Hylton Mowday
Ugly, but good for you – German Jog Techno for Lilydale/Steggles
Client Award
BMF
Roy Leibowitz & Chris Wilson
ALDI Great Fresh Food Migration for ALDI Australia
See also: Commercial Radio Australia announces finalists for 2021 Siren Awards
Top photo: Chris Wilson from BMF Australia accepting the Siren Client Award prize from Lawrence Mooney