M&C Saatchi wins Gold Siren award for radio industry’s best ad campaign

M&C Saatchi has taken out the top gong at Commercial Radio Australia’s 2021 Siren Awards, with its campaign for Lilydale/Steggles awarded the Gold Siren.

The agency’s ‘Ugly, but good for you’ campaign was awarded the highest honour given by the industry to an advertising campaign, and Melissa Hawkett and Jason Leigh were on hand to accept the award this evening in Sydney.

Gold Siren Award winners Melissa Hawkett and Jason Leigh

CRA chief executive officer, Joan Warner, 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 campaign contained aseries of four 60-second workout tracks, using catchy beats and humour to convince listeners turkey is the ultimate lean protein meal.

The single ‘Ugly, but good for you – German Jog Techno’ ad in the campaign also won two Silver Siren awards, for best single radio ad and excellence in craft. It was produced by sound engineer Hylton Mowday from We Love Jam Studios.

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.

The Siren Awards were held at the Beresford in Sydney, 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.