Perth Agency Rare won round 2 of 2023 Sirens Trophies with the ad ‘Reading Can Take You Anywhere’, for the Department of Education’s Premier Reading Challenge.
The radio spot of jess marshall and Simon Mullins uses surprise, taking the listener from a Hollywood movie-style soundscape to the sound of a child reading a book to promote the challenge of reading.
The Council of Mermaids selected “Reading Can Take You Anywhere” as the best single campaign ad and overall winner of the round.
“The disappearance of this rich, immersive soundscape leaving only a child’s voice in its wake creates an emotional and compelling conclusion that perfectly captures the magic of reading,” Marshall and Mullins said.
“Like imagination, audio is not limited by pixels or dimensions. This made radio the perfect medium because it allowed us to turn simple words on a page into an immersive story.
The commercial is now up for the 2023 Gold Siren Award for Best Radio Commercial, with the major prize being a trip for the winners and their clients to the Cannes Lions International Festival of Creativity.
workshop engineer Brad Habib of Soundbyte also won the craft category for the 30-second commercial.
Other versions of the commercial, “Murder Mystery” and “Alien”, also received praise in the Unique Commercial and Craftsmanship categories.
Congratulating Rare, BOW chief executive officer, Ford Ennalssaid, “Audio attention is an increasingly important metric for advertisers and one that ARC is about to conduct further research on.”
“Rare’s winning ad creation is a standout example of how to grab listeners’ attention by introducing an unexpected element into a radio ad.”
The Siren Awards are organized by BOW to reward outstanding radio commercials and are judged by industry experts over five rounds throughout the year, plus a final call round.
The winning entries from each round are entered into the 2023 Gold Siren Awards, with the winner to be announced in May 2023.
Listen to Round 2 winning commercials here at www.sirenawards.com.au