ARIA adland award returns in 2025
The ARIA Award for the best use of an Australian recording in an advertisement is returning in 2025.
The award serves as an extension of ‘Our Soundtrack Our Stories’, a program launched in 2021 to promote the use of Australian music across the local business and media landscape.
All entries have to be created by an Australian agency, using a sound recording with an Australian citizen, permanent resident, or other eligible artist as identified in the full criteria, controlled or distributed by an ARIA member.
Agencies are required to take the following pledge as part of the entry conditions: “Our agency pledges support for homegrown music by elevating our work with local voices, sounds and stories, and encouraging our creatives to invest music budgets into homegrown artists.”
In 2023, the award was split into two categories — advertisements over two minutes and under two minutes. Innocean Australia and the Australian Marine Conservation Society won the over two minute category, for the ‘Voice Of The Sea’ campaign featuring folk and country star John Williamson.
The winners of the two minutes or less category was 72 and Sunny with Campfire X for Google’s ‘Helping You Help Others’ with music from Indigenous artist Baker Boy.
Ross Berthinussen, president of 72 and Sunny ANZ, told Mumbrella there is still an immense sense of pride for the agency, two years on.
“This category is more important than ever before to elevate our local artists as the music industry faces deep, systemic challenges like closing gig venues, low royalty payments from streaming services and limited government funding for the sector. Supporting local talent is also a great way for brands to catch the wave of culture and win the fight for relevance.”
In 2024, it was consolidated to just one award, won by Bolster Group and Publicis Groupe for the Cancer Council’s ‘End The Trend’ campaign, featuring Indigenous artist JK-47.
Other shortlisted agencies have included Howatson and Co, Collider/Mirimar, Bring Agency, and M+C Saatchi, among others.
The role Australian artists can play in shaping brand narratives and cultural moments has never been more critical, according to ARIA’s chief executive, Annabelle Herd.
“If I had one piece of advice for a brand looking to make a real impact in domestic culture, it’s to think local,” she in a media release.
“We are at pivotal point in Australian culture right now, and Australian music is an incredibly powerful pathway for brands who need to create meaningful stories that shift Australian consumers into fans.”
An “expert academy” comprising advertising and music specialists will again oversee the nomination and judging process, ensuring excellence and fairness.
2023’s jury, for example, consisted of M+C Saatchi AUNZ CEO Justin Graham, Smirnoff marketing manager Madeleine Stockwell, Virgin Australia CMO Libby Minogue, then-Jaxsta Music CEO Beth Appleton, Grammy award-winning producer Eric J Dubowsky, artists and repertoire (A&R) senior director at Warner Music Mohamed Komba, and Australian artist Holly Rankin (stage name Jack River).
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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