Clemenger BBDO Melbourne’s Beyondblue awareness campaign leads the 2018 Siren Awards

The efforts of Clemenger BBDO Melbourne’s Ray Ali and Carlo Mazzarella, who were behind an ad about anxiety for mental health group Beyondblue, have been recognised at Commercial Radio Australia’s Siren Awards this evening.

Senior creatives Mazzarella and Ali were awarded the Gold and Silver Sirens for best single radio ad this evening at the 14th annual Siren Awards in Sydney.

The ad, known as ‘Sound Booth’,  not only portrayed what it feels like to have anxiety, but encouraged those with symptoms to seek help. As a result of the win, the duo will be automatically entered into the International Cannes Advertising Lions Festival in June, with accomodation, airfares and delegate passes included.

Clemenger BBDO Melbourne’s ad also won the Client Award, taking home a $5,000 cash prize from the judgement, which was completed by a separate client panel.

In a joint statement, the creatives said the concept was a “powerful” one to explore.

“Working on the anxiety campaign, we learned how crippling a condition it can be, often stopping people from finishing things they want to achieve,” the statement said.

The Silver Siren for Best Radio Campaign – which is made up of three or more ads – was awarded to J Walter Thompson’s Tim Newton and Wilora Keeley, for their work with the West Australian Police Union.

‘How much to..?’ used real-life scenarios to address confronting questions about how much money it would take to encourage the average person to do police work.

A Silver Siren was also awarded in the craft category for production to Matt Perrott from Uncanny Valley, for his work on the ad ‘NSW Water Safety’.

Joan Warner, CEO of Commercial Radio Australia, said the awards were a reminder of how effective audio can be in communicating a message.

“We congratulate all the finalists and winners on the high level of quality that has been displayed through all the rounds of award entries this year,” Warner said.

The 2018 Siren Award Winners:


  • Ray Ali & Carlo Mazzarella Clemenger BBDO Melbourne “Sound Booth” for Beyondblue


  • Radio Single – Ray Ali & Carlo Mazzarella Clemenger BBDO Melbourne “Sound Booth” for Beyondblue


  • Radio Campaign – Tim Newton & Wilora Keeley J. Walter Thompson “How much to…?” for WA Police Union


  • Radio Craft – Matt Perrott Uncanny Valley, “NSW Water Safety” for NSW Government

Client Award

  • Ray Ali & Carlo Mazzarella Clemenger BBDO Melbourne “Sound Booth” for Beyondblue

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.