An ad for disabilities charity Scope by Leo Burnett Melbourne has won the latest round at the radio advertising awards, Sirens.
‘What do I look like?’, which was written by Andrew Woodhead and Eamonn Dixon, the duo behind the Cannes grand prix for good-winning TV spot ‘See the person’ for Scope, claimed the single and overall categories for round three of the 2012 Siren Awards.
Dixon commented: “The writers said about the ad: “With charity advertising it’s very easy to be heavy handed with the emotional subject matter. We wanted the spot to feel real and have a truth to it that listeners would recognise inside themselves. To be effective in any form of advertising you have to connect with people.”
“We were privileged enough to have the spot brought to life by Jye, a young man living with cerebral palsy. Without his involvement the commercial would not have been possible. For the ad to work it had to come from his voice.”
The ad’s script:
Male voice over (of Scope client with mental disabilities): “What I look like? I look like the tips of your shoes, like the back of the bus seat, your blank phone screen, like the ticking hand of your watch, the crack in the door at the end of the train, like that newspaper you’re pretending to read. When people look at me, this is what they see.”
Female voice over: “Scope ‘See Me’ September. See the person, not the disability. Donate at scopevic.org.au.”
Other Sirens winners:
Highly commended in the single category: “70,000 Thoughts” for Curtin University, written by Mitch Mitchell from agency, The Brand Agency Perth.
Winner of the campaign category: “Station Breakdown” for NRMA Motoring Services, written by Ralph van Dijk and Cal Nichols of agency, Eardrum in Sydney.
Highly commended in the campaign category: “Baron von Orsum” for National Foods – Cracker Barrel Vintage Cheddar, written by Callum Fitzhardinge and Chris Andrews from agency, BMF Melbourne.
Winner of the craft category: “70,000 Thoughts”, Curtin University, produced by Nick Gallagher from production studio, Brainestorm.
Highly commended in the craft category: “Fastest Sale” for Trading Post produced by Simon Kane at production studio, Eardrum.