The award was won for its world-first campaign for Australian Ethical which features an audio logo composed entirely of whale song.
The silver medal was awarded to The Studio for Best Use of Audio/Radio for Social/Environmental Good: Brand. The NYF Advertising Awards honour excellence in execution, craft, and creativity. Entries were submitted from 60 countries and judged around the world by panels of 450+ industry peers in their respective industries.
The audio logo and accompanying music bed were designed as part of an audio advertising campaign for Australian Ethical, created to coincide with the UN Climate Change Conference last year, with a focus on tackling climate change worldwide. The company uses all royalties generated from the music to directly benefit ocean conservation charities.
Australian Ethical, a superannuation fund that works for social change through smart investment, wanted to create a campaign that directly aligned with the conference’s goals and spoke to ethical investment, encouraging Australians to look at how they can use their money to change the world.
SCA national head of The Studio, Luke Parsons, said: “We are so honoured to win a New York Festivals Silver. The Australian Ethical audio campaign is a great example of SCA’s creative difference, The Studio’s Thom Wood and Matt Dickson created a powerful brand asset that’s not just philanthropic, giving back to the world’s oceans, but drove amazing client results. It’s why more companies are creating innovative audio brandsounds with SCA.”
The Studio at SCA Sydney creative director and composer, Thom Wood, said: “Australian Ethical’s purpose is to keep people focused on the future of our planet. It made absolute sense to use whale song as a musical device to not only help people remember the campaign, but to keep it environmentally focused as well.
“Showing people how beautiful a whale can sound is a great way to do that. Realising that the entire music bed could be created from samples of whale song was a revelation,” he added.
The whale-based music bed and audio logo were tested using the Veritonic audio benchmarking platform and were found to exceed almost every benchmark across recall, uniqueness, authenticity, emotional resonance, and engagement.
As well as Australian Ethical, The Studio at SCA has created best-in-class audio brand assets for some of Australia’s biggest brands including News.com.au, Cenovis and Dan Murphy’s.