AUCKLAND, Thursday: FCB’s David Shirley & Melina Fiolitakis have taken away both the Grand Orca and People’s Choice Award for The Radio Bureau’s 2019 Outstanding Radio Creativity Awards.
Shirley & Fiolitakis were announced as winners at the Orca finalists lunch yesterday at Cibo Parnell.
The campaign that won them the Grand Orca was Department of Lost Nights for Health Promotion Agency. This particular campaign has won a range of awards this year including two gold, four silver and two bronze awards at Axis.
An FCB spokesperson explained the campaign insights and creative direction: “The culture of binge-drinking in New Zealand is disproportionately driven by 18 to 24-year-olds. They see getting drunk as a gateway to an epic night out.
“But, if you’re so drunk, you’re not present and don’t remember it, was it really that epic? To play on the FOMO of not remembering your night, we created a series of ads that initially sound like someone telling their mates about a crazy night out.
“However, you soon discover their story has been jarringly cut apart and redacted – another memory repo, courtesy of the Department of Lost Nights.”
“Judges were VLMY&R’s Kim Pick, BC&F Dentsu’s Luke Farmer, Ogilvy’s Lisa Fedyszyn and AUT’s Trevor Plant.”
The creativity of the radio component of this campaign shone through, with judges commending it on being built around a strong, clear message but delivering this in an innovative way. Judges for this year were VLMY&R’s Kim Pick, BC&F Dentsu’s Luke Farmer, Ogilvy’s Lisa Fedyszyn and AUT’s Trevor Plant.
Similar comments were made from the judges about the pair’s radio creative as part of Water Safety NZ’s Swim Reaper campaign which won Shirley & Fiolitakis the People’s Choice Award through gaining a majority of the 300 votes submitted this year.
“The Swim Reaper campaign targeted 15-24-year-old Kiwis – a group who make up more than one-third of drownings,” the judges said. “The reason? They love taking dumb risks.
“They also hate being told what to do, so our strategy wasn’t to dispense safety advice. Instead, we ironically dispensed drowning advice.
“To that end, we came up with a series of radio ads, pretending to sell real products aimed at helping you drown.”
Having won both the awards this year, Shirley & Fiolitakis have taken away $12,000 in prize money and have won their clients $10,000 and $5000 radio schedules.
The finalists
Other finalists for 2019 were Rob Jack & Phil Parsonage from Federation, Matt Williams & Freddie Coltart from FCB (during their campaign – now at DDB), JP Twaalfhoven & Steve Hansen from Clemenger BBDO and Rebecca Sharp and Matthew Aitken from Ogilvy (during their campaign – now at Saatchi & Saatchi).
TRB GM Peter Richardson commended all the finalists on their work: “The finalists for the 2019 Orcas have all created some exceptional work for the brands they work with.
“It’s great to see creatives using the medium to its full potential by focusing on producing effective and innovative radio ads.”
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