INNOCEAN and 72andSunny with Campfire X have bagged the first ARIAs (Australian Recording Industry Association) awards for advertising.
The Best Use of an Australian Recording in an Advertisement awards, inspired by the Our Soundtrack Our Ads campaign, were announced at tonight's 2023 ARIAs in partnership with YouTube.
Best Use of an Australian Recording in an Advertisement (under two minutes) went to 72andSunny with Campfire X for Google, featuring Baker Boy in Helping You Help Others.
Best Use of an Australian Recording in an Advertisement (over two minutes) went to INNOCEAN Australia with Australian Marine Conservation Society, featuring John Williamson in Voice of the Sea.
“Huge congratulations to this year’s trailblazing winners of our inaugural Our Soundtrack Our Ads ARIA Awards, recognising the power of bringing together great advertising with great Aussie music," says ARIA CEO, Annabelle Herd.
"The ARIA Awards are Australia’s biggest opportunity to showcase the best of our home-grown talent to the rest of the nation and the world, celebrating music’s ability to enhance and drive storytelling in advertising is a critical part of that.
"We’re very proud of this category’s success in year one and look forward to the future.”
Ross Berthinussen, president, 72andSunny, says winning the inaugural ARIA category is hugely important to the agency and its partners including Google, Campfire X, Pollinate, EXIT films, Stefan Hunt, Cristilee Houghton, OTIS Studios.
"Any award that encourages our advertising industry to elevate local musical talent is a huge win," he says.
"At 72andSunny, we champion our local music scene and artists. In addition to this collaboration with Baker Boy, we've recently worked with Genesis, GFlip, L Fresh The Lion and Young Franco. Winning whis ARIA validates our passion for staying local."
Carolyn Cho, client partner at Innocean, says the win is an exceptional honour.
"The Voice of the Sea is a beautiful love song for the sea, and how its love feels unrequited," says Cho.
"Everyone knows our oceans need protecting but not enough is done. We wanted to do something really powerful for the Australian Marine Conservation Society (AMCS) that would engage the future generation to become a Voice of the Sea.
"Music has the power to move us and we wanted to create a groundswell of action. We knew we needed the iconic John Williamson to write a song for us, effortlessly weaving in the lessons from the AMCS. And this is how our national anthem for the sea originated.
"For us, a song was only the beginning, we needed the younger generations' voices to amplify the message. Driving social change requires big actions and a lot of work, we mean a lot.
"Together with the Australian Marine Conservation Society, we reached out to school teachers and the Department of Education so that it could be sung at school concerts. We got thousands of school kids to sing the song and got it televised.
"But we didn’t stop there.
"The powerful lyrics are the basis to get school kids to understand what’s behind them and provide the impetus to learn more. So, “The Voice of the Sea” came along with educational materials, certificates, even visits from AMCS marine biologists.
"The Voice of The Sea shows the power of song can spark change, it’s an ongoing platform for us to continue to drive action.
"There is so much more to come. We are launching a whole curriculum next year and Penguin Books has published a storybook with the lyrics and beautiful illustrations from the lyric film we created which is being released in February for back to school.
"We hope that The Voice of The Sea truly becomes ingrained as the national anthem for the sea that surrounds us."
Finalists for Best Use of an Australian Recording in an Advertisement (under two minutes)
- 72andSunny with Campfire X / Google Baker Boy - Helping You Help Others
- M&C Saatchi Sydney / Tourism Australia King Stingray - Come and Say G’day
- The Brand Agency / Tourism WA Empire Of The Sun - Walking On A Dream
- BRING Agency / Wild Turkey Matt Corby - Music 101: Trust Your Spirit
Finalists for Best Use of an Australian Recording in an Advertisement (over two minutes)
- INNOCEAN Australia / Australian Marine Conservation Society Voice of the Sea - John Williamson
- Bolster Group / Sims Sessions Becca Hatch - Blessed
- M&C Saatchi Sydney / Tourism Australia King Stingray - Come and Say G’day short film
- BRING Agency / Vodka Cruiser The Veronicas - The Solo Project
The judges: Beth Appleton, CEO at Jaxsta Music; Eric J Dubowsky, ARIA and Grammy Award-winning producer; Holly Rankin (aka Jack River), artist and founder of Our Soundtrack Our Stories; Matt McGrath, Director of Brand & Innovation at Rugby Australia; Justin Graham, Group CEO at M&C Saatchi AUNZ; Libby Minogue, CMO at Virgin Australia; Madeleine Stockwell, Marketing Manager at Smirnoff; and Mohamed Komba, Senior Director, A&R Australasia at Warner Music.
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