The Monkeys wins round four of the Siren Awards for its BCF A-to-Z radio ad
CRA CEO: "The BCF song is an outstanding example of how creative use of audio can be a central part of building and evolving a brand"
The Monkeys has won round four of the commercial radio Siren Awards with their radio ad “BCF A-to-Z” for Boating Camping Fishing (BCF).
The ad from agency creatives Joseph Sibley and Hugh Gurney was inspired by the familiarity of the BCF jingle and a comment from BCF that they want to be known for more than just boating, camping and fishing.
CRA chief executive officer Ford Ennals said: "Congratulations to all our winners from round 4 of the Siren Awards. The BCF song is an outstanding example of how creative use of audio can be a central part of building and evolving a brand."
Sibley and Gurney said: "We thought we could rewrite their jingle so it didn’t end at just BCFing."
"By now, Australians are very familiar with the BCF song, so we changed people’s expectations of the song in an unexpected way.
"We’re very fortunate to be working on a brand that is known for something, so playing with advertising expectations is an ingredient that a lot of brands do not have the luxury of. It comes after years of strong brand building."
Reflecting on what it means to win a commercial radio Siren Award, they said, “Sirens is truly one of the most rewarding achievements because you get the chance to go to the Gold Siren Award for the best radio ad, with the major prize being a trip to France at the Cannes Lions International Advertising Festival."
The leading media trade publication in Australia.
Get our top stories straight to your inbox daily by signing up to our Newsletter
Sound engineer Tom Rouch from Electric Dreams sound studio also took home the craft category winner for “BCF A-to-Z”.
The Sirens Council selected The Royals-produced “Equipped for Anything”’, as the campaign winner of the round for their client, Coates Group.
The commercial radio Siren Awards are run by CRA to recognise outstanding radio advertising and are judged by industry experts across five rounds throughout the year, plus a final call round.
Winning entries from each round are entered into the 2023 Gold Siren Awards, with the winner to be announced in May 2023. Round 5 entries are open until February 8.
Listen to the Round 4 winning ads here and enter at www.sirenawards.com.au.
Round 4 Overall and Single Winner Entering Company: The Monkeys Commercial Title: BCF A-to-Z Brand: Boating Camping Fishing (BCF) Advertising Agency: The Monkeys Creatives: Joseph Sibley, Hugh Gurney Creative Directors: Joseph Sibley, Hugh Gurney
Campaign Winner
Entering Company: Coates Group Pty Commercial Title: Equipped for anything Brand: Coates Advertising Agency: The Royals Creatives: Pat Allenby & Nick Cole Creative Directors: Sebastian Vizor
Craft Winner
Entering Company: The Monkeys Commercial Title: BCF A-to-Z Brand: Boating Camping Fishing (BCF) Production Company: N/A Director: N/A Casting: Steven Gates Sound Studio: Electric Dreams Sound Engineer: Tom Rouch Advertising Agency: The Monkeys Creative Directors: Joseph Sibley, Hugh Gurney
Single Highly Commended
Entering Company: Croissant Express Commercial Title: Excuse My French Brand: Croissant Express Advertising Agency: NOVA Entertainment & LSA Advertising Creatives: Garry Dean & Drew Barrett Creative Director: Garry Dean Entering Company: Croissant Express Commercial Title: Excuse My French Brand: Croissant Express Advertising Agency: NOVA Entertainment & LSA Advertising Creatives: Garry Dean & Drew Barrett Creative Director: Garry Dean
Campaign Highly Commended
Entering Company: Rare Commercial Title: Ready for Take-off Brand: Transperth Advertising Agency: Rare Creatives: Simon Mullins, Rob Mead Creative Directors: Liz Hammond Entering Company: GSL Media Group Commercial Title: Great Yarns & Unforgettable Sheds Brand: Australian Garage Supermarket Advertising Agency: N/A Creative: Selina Hynes & Matt Cancian Creative Director: Selina Hynes
Craft Highly Commended Entering Company: EasyStart Homes Commercial Title: Discover Land Brand: Kellie Boyer Production Company: Director: Brad Habib Casting: Brad Habib Sound Studio: Soundbyte Sound Engineer: Brad Habib Advertising Agency: Wildlings Creative Creative Director: Matt Wilson Entering Company: Southern Cross Austereo - Brisbane Commercial Title: Revel Yell Brand: Revel Brewing Co. Production Company: The Studio - Southern Cross Austereo - Brisbane Director: Tony Byrne Casting: Tony Byrne Sound Studio: SCA - The Studio - Brisbane Sound Engineer: Andrew Fritsch Advertising Agency: The Studio - Southern Cross Austereo - Brisbane Creative Director: Tony Byrne
-
Top image: Joseph Sibley and Hugh Gurney
