Gatecrasher’s AA campaign makes clean sweep of round two of the 2012 national Siren Awards
The Alcoholics Anonymous (AA) radio campaign, created by Gatecrasher Advertising has made a clean sweep of round two of the 2012 Siren Awards, winning all four categories – single, campaign, overall and craft.
The ‘Mummy’ spot won the overall, single, and craft categories. It was also one of three ads in the AA campaign that took out the campaign category.
The ads, written by Des Hameister, are very confronting about the effects of alcohol on everyday situations.
“At the end of the day, alcoholics don’t just hurt themselves, and this spot empathises with that fact in an impactful way,” said Hameister. “Alcoholics don’t need to be told they’ve got a problem, they simply need to know that there’s a solution.”
Hamester said keeping things simple and single-minded was the most important thing to remember when creating an effective radio commercial.
The ad ‘Mummy’ also won the craft category and was produced by sound engineer, Marty Braine from production studio, Brainestorm.
Highly commended in the single category were three ads: ‘Co-worker’, also part of the AA campaign, as well as an ad for Coopers Premium Light called ‘Coopers Legend of Light – Glen Richards’, written by Steve Williss from kwp! Advertising in Adelaide.
The third ad that was highly commended in the single category was for the Motor Accident Commission of South Australia – Youth Road Safety. It was called ‘Lose your licence and you’re screwed – Booty Call’ and was written by Matt O’Grady, Amy Weston and Dave Lawson from Clemenger BBDO in Adelaide.
Two ads were highly commended in the campaign category. They were: ‘You’re not listening’ for the Office of Road Safety, written by Emma Clowes, Dav Tabeshfar, Richard Berney and Liam Riddler from agency 303 and ‘Boring, Clive, Eric & Life for CD Dodd, scrap metal recyclers, which was written by Steve Brown from Rare.
Highly commended in the craft category were three ads: ‘Jen’, part of the AA campaign, produced by sound engineer, Marty Braine from Brainestorm as well as an ad for Edith Cowan University called ‘ECU Mix 2, produced by Brainestorm’s Nick Gallagher and an ad titled ‘Glen Richards’ for Coopers Premium Light, produced by Eardrum’s Ralph van Dijk along with Steve Hessell from Plush Films.
The national Siren Awards are run by Commercial Radio Australia and are designed to recognise the best radio advertising in the country.
12 Comments
Congratulations, Des. A well-deserved win.
Deserved!
why go anywhere else…. well done Perth people!
Awesome news! Well done Des and well deserved…great spots, excellent craft, beautifully written.
Craig
Well done, Des. And Marty, great work as always.
Such an excellent campaign. Very well thought out and executed.
AA? Brainestorm? Conflict of interest?
Excellent ads and a totally home-grown team. You really do have to wonder why those agencies who had the chance to employ Des full-time when he left Brand, didn’t. Well done to all.
Fantastic work Des.
Great result for a great campaign. i predict the haul has just begun.
Nice one, young Des. And much older Marty.
Congrats Des. That’s some damn fine advertising you’ve made there.