Scope ad wins round three - 2012 Sirens

The ad, which ran as part of the not for profit’s “See Me” September campaign – a month
dedicated to seeing the person, not the disability – looks at life from the point of view of the disabled.
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.”
Judge, Des Hameister, senior writer from agency, Gatecrasher said about the winning ad:”A powerful spot
that forces you to reassess how you see people with disabilities."
Judge, Joe Talcott, chief creative, News Lab said: “This ad was so difficult to listen to and yet impossible to
ignore. The message hit home with great copy, well delivered.”
Highly commended in the single category was an ad called “70,000 Thoughts” for Curtin University, written
by Mitch Mitchell from agency, The Brand Agency in Perth.
Winner of the campaign category was “Station Breakdown” for NRMA Motoring Services, written by Ralph
van Dijk and Cal Nichols of agency, Eardrum in Sydney.
Judge, Des Hameister, senior writer, from agency, Gatecrasher said about the winning ad:” - "A very clever
and relevant use of the medium."
Highly commended in the campaign category was “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 was an ad for Curtin University called “70,000 Thoughts”, promoting the
university’s Open Day, produced by sound engineer Nick Gallagher from production studio, Brainestorm.
Highly commended in the craft category was an ad for Trading Post called “Fastest Sale” produced by
sound engineer, Simon Kane from production studio, Eardrum.
The national Siren Awards are run by Commercial Radio Australia and are designed to recognise the best
radio advertising in the country.

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