303 MullenLowe’s ‘Time with Mum’ campaign takes out Gold Siren Award
Tommy Medalia and Joe Hawkins’ ‘Time with Mum’ radio spots for the Road Safety Commission were crowned the best radio ads of 2017 at the Siren Awards last night.
Joe Hawkins, Dave Thornton (host) and Tommy Medalia
The three iterations of the campaign – Window, Pilates and Out of Options – were created while the pair were at 303 MullenLowe Perth.
Hawkins has since moved on to be group creative head of Marketforce.
The ads were created to target young, overconfident drivers, by demonstrating what happens when they lose their licence and become reliant on ‘Mum’ to get anywhere.
The Gold win gives Medalia and Hawkins automatic entry into the Cannes Advertising Lions Festival in France in June, while both the creative and the client – the Road Safety Commission – have won accommodation, airfares and delegate passes to the event.
Clemenger BBDO Melbourne’s ‘Every Speed has a Consequence’ spot for Victoria’s Transport Accident Commission won the Silver Siren Award for a single ad. Evan Roberts’ and Stephen de Wolfe’s work reminded listeners the difference speed can make in road accidents by creating a ‘sliding doors’ moment.
Paul Le Couteur and Flagstaff Studios took out the Silver Siren in the craft category for the production of Victoria Bitter’s ‘Ticking Clock’ radio ad. The audio starts with the sound of a ticking clock, which transitions into the classic VB theme song to remind tradies that knock-off time is ‘beer o’clock’.
‘Ticking Clock’ also won the Siren $5,000 Client Award, which is judged by an industry panel of clients rather than the Siren Creative Council. Richard Shaw and Russel Fox from Clemenger BBDO Melbourne – who worked closely with Le Couteur on the ad – took home the money.
Richard Shaw and Russel Fox with the $5,000 prize
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 full list of winners:
GOLD
Joe Hawkins & Tommy Medalia
303 MullenLowe
“Time with Mum” for Road Safety Commission
SILVER
Radio Single
Evan Roberts & Stephen de Wolf
Clemenger BBDO Melbourne
“Every Speed has a Consequence” for Transport Accident Commission (Victoria)
SILVER
Radio Campaign
Joe Hawkins & Tommy Medalia
303 MullenLowe
“Time With Mum” for Road Safety Commission
SILVER
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
Vivienne Kelly traveled to Melbourne for the awards as a guest of Commercial Radio Ausstralia
topics
303 Mullenlowe Perth
Cannes International Advertising Festival
Clemenger BBDO Melbourne
Commercial Radio Australia
Dave Thornton
Joe Hawkins
Road Safety Commission
Siren Awards
Tommy Medalia
