Tag: BMF

Australia – ALDI Australia is making it easier than ever for Australian shoppers to find high quality products at every day low prices in its latest campaign via BMF.

The campaign, ‘Quality is Easy to Find’ opens up on a tense briefing between a search leader and his volunteers in remote bushlands. As the team embarks on what is expected to be a long and tenuous mission, the search is swiftly called off just as it begins. 

Then, a member of the search party quickly finds what they have all been looking for – ALDI’s Deli Originals Traditional Style Hommus, proving that quality is easy to find at ALDI since that is all ALDI stocks.

Jenny Melhuish, marketing director at ALDI Australia, said, “ALDI isn’t about offering endless options, we are about offering Aussie shoppers the right one. Every single product on ALDI’s shelves is benchmarked against customer favourites and category leaders, enduring multiple quality tests and reviews to ensure it meets our incredibly high standards.”

She added, “If it doesn’t stack up, it simply doesn’t make the cut because quality shouldn’t be something you have to search for. At ALDI, it’s right there in front of you. With a carefully curated range of 1,800 core range products, we make it easy for shoppers to find high quality items at unbeatable prices every day.”

Meanwhile, David Fraser, executive creative director at BMF, commented, “Nobody wants to spend more time scouring supermarket shelves, comparing labels, and questioning their hommus choices. So ALDI keeps it simple and only stocks the very best.”

Created in partnership with BMF, Zenith Media, and Ogilvy PR, the integrated campaign will air across TV, cinema, radio, OOH, social, owned channels, and PR.

Australia – BWS, a liquor retailer in Australia, has launched the ‘Here For It’ campaign to encourage Aussies’ pre-party routines. The campaign was made in collaboration with BMF.

As a campaign under the company’s ‘Refreshingly BWS’ platform. It emphasises how BWS is convenient, with cold beverages always ready for Aussies on-the-go.

The integrated campaign will run across televison, OOH, radio, digital, social, and in-store.

An Le, head of brand marketing, commented, “We all know the lead up to a night out can be just as fun as the event itself. At BWS, we’re the perfect wingmate for these moments of anticipation. Whether you’re picking up a six-pack for later or grabbing some bubbles on your way out, we make it easy so you can enjoy the best part of the night – getting ready!”

“With over 1,450 stores nationally and a large curated and chilled range of drinks, BWS convenience means there’s always time for your pre’s,” Le added.

“We’re stoked to start our partnership with the BWS team. This campaign is a celebration of the pre-party ‘you’. The one that needs to doom-scroll on the toilet, dance in your undies and watch a documentary about dugongs before going out. Luckily, with a BWS on the way, you can observe all your sacred pre-party rituals and still rock up on time-ish,” David Roberts, group creative director at BMF, said.

Australia –  ALDI Australia is urging Aussies to be extra this Christmas without spending more on a new campaign with creative agency BMF.

The film campaign features a couple tasked to bring a turkey and the gravy boat to a Christmas party, showing how they go over the top to make the celebration more special.

In collaboration with BMF, Zenith Media, and Ogilvy PR, the campaign will run across TV, cinema, radio, OOH, and other channels.

The campaign comes alongside the launch of ALDI’s Christmas recipe generator, called the ‘Festive Extra-nator.’ It is set to feature more than 30 recipes to help Aussies prepare their feasts.

The recipe generator will be available on ALDI’s website starting Nov. 14.

Jenny Melhuish, marketing director at ALDI Australia said, “Every Christmas, even those of us who plan to keep it low-key can’t help but splash out on little indulgences, festive flair, and the finishing touches that make Christmas feel like Christmas. It’s the time of year when everyone ups their game, and ALDI is no exception.”

“Christmas plans tend to escalate pretty quickly. So, it’s great that ALDI is making sure everyone can still bring something extra to the table this year, whether it’s a big ol’ turkey or just a little gravy boat,” David Fraser, co-executive director at BMF, commented. 

Sydney, Australia – The Australian Department of Social Services has launched a national campaign, ‘Consent Can’t Wait’, encouraging young people to take the first step in educating young Australians on sexual consent, by checking their understanding and speaking to their peers about it.

Created by BMF, the campaign highlights the importance of updating our understanding of sexual consent by showing how the questions we have need to be talked about, and answered, before moments of intimacy.

The national behaviour change campaign aims to remove the fear and judgement surrounding conversations about sexual consent, and bring Australians into the conversation by turning the perceived complexity and inexperience surrounding the topic into an opportunity to learn about consent.

‘Consent Can’t Wait’ features a diverse range of real Australian couples, as they highlight the various internal thoughts and questions many Australians silently hold about consent – questions the next generation need to know the answers to.

Talking about the campaign, Christina Aventi, chief strategy officer at BMF, said, “We know consent is hard to define, but kids are learning more than we think, and we can’t leave it to chance and hope for the best. So, the first step is to educate ourselves and get to a shared understanding. Because before we can teach young people what’s right and wrong about consent, we need to get clearer ourselves.”

Meanwhile, Kiah Nicholas, associate creative director at BMF, commented, “From casting real couples to an intimacy coordinator on set, to wardrobe autonomy, to consent over how the scenes were set; consent was integrated into every facet of the campaign process. It was critical to us that our campaign didn’t just talk the consensual talk but walked the consensual walk. After all, if we can’t act with consent, how can we expect the Australian public to?”

The campaign is rolled out on May 26 across the country and includes TV, cinema, online video, social, and OOH. Additionally, the Department of Social Services and BMF have launched a website where Australians can check their understanding of sexual consent and challenge what they think they know about the topic.

Australia – The a2 Milk Company has partnered with integrated creative marketing agency BMF to launch its newest brand platform, ‘Only a2 Will Do’, celebrating a2 Milk, which is naturally free from A1 protein. 

As part of this innovative brand platform, a2 Milk and BMF have released an integrated campaign titled ‘Tough Tummies’ that highlights the natural absence of A1 protein in a2 Milk. 

The campaign, BMF’s first work since winning the account, highlights the everyday heroism of stomachs, showcasing how even though our digestive systems may appear resilient, they can be sensitive to the A1 protein commonly found in milk. This sensitivity can prevent us from fully savouring the everyday benefits of dairy products.

‘Tough Tummies’ will be rolled out across TV, OOH, social, and programmatic. 

Edith Bailey, CMO at The a2 Milk Company, said, “Milk drinkers who have sensitive stomachs may reduce or stop drinking milk altogether to free themselves of discomfort. But a2 Milk is real milk from carefully selected cows that naturally produce only the A2 protein and no A1. It is the A1 protein found in most milk today that may negatively impact digestive comfort for some people. We wanted to feature real tummies, ‘Tough Tummies’, to celebrate how we can thrive with a2 Milk.”

Speaking on the campaign, Harry Stanford, creative director at BMF Australia, also shared, “a2 Milk may be beneficial for some people who are sensitive to the A1 protein, so seeing the world from a tummy’s view was the perfect way to launch our new long idea. A whole range of authentic Aussie tummies are living their best lives.”

Australia – BMF has announced the appointment of Simone Takasaki in the newly created role of head of creative services and integrated production. 

Takasaki is formerly with Google APAC as the head of production and brand studio, spending three-and-a-half years leading its production offering for its brand studio and nine years at Wieden+Kennedy Portland and Tokyo as a production and operation lead at the creative agency.

In her newly created role, Takasaki will work across BMF and its portfolio of clients to drive efficiency and effectiveness throughout the production process and help the business continue to deliver world-class work. 

Additionally, she will also help bolster the creative agency’s innovation offering, alongside Google APAC’s former head of creative and now BMF’s chief innovation officer, Tara McKenty.

Stephen McArdle, CEO of BMF, shared, “Simone is somewhat of a production unicorn. She has progressive tech and digital production skills as well as extensive experience leading production at a world-class creative agency. Simone’s skillset, ambition, and credibility make her the perfect person to enhance the holistic agency process and further drive our innovation offering alongside our chief innovation officer, Tara McKenty.”

Speaking on her appointment, Takasaki also said, “BMF has an incredibly strong reputation for its creativity, culture, and craft. After four years working in big tech, I couldn’t be more excited to be joining an agency with such a strong reputation in not just its creativity but its effectiveness.” 

Australia – In partnership with the Australian Government, advertising agency BMF has created the first national child sexual abuse prevention campaign, ‘One Talk at a Time’. The campaign demonstrates that together we can create a safer world for our kids, free from sexual abuse, with something as simple as talking to the children in our lives.

‘One Talk at a Time’ calls for a collective effort to prevent child sexual abuse by helping adults understand that the risk of the unthinkable can be reduced significantly, one talk at a time.

Christina Aventi, chief strategy officer at BMF, said, “Child sexual abuse is a subject that’s hard to face let alone talk about. We don’t know how to broach the subject with our kids. This can paralyse us into silence. But silence creates space for people who abuse to come between children and those who protect them, and that is where child sexual abuse can hide. Everytime we talk, we break that wall and fill that ‘space’ with support, taking power away from perpetrators and help prevent child sexual abuse for every child.”

Meanwhile, Tom Hoskins, creative director at BMF, commented, “Bringing an end to child sexual abuse feels like a problem so large and insidious that many of us don’t know where to begin or even if it’s achievable. But reaching a solution as a community may be possible if we start with one talk at a time.”

The integrated campaign is live in Australia across TV, cinema, radio, social, and digital.

Australia – Google’s APAC Creative Head Tara McKenty has joined BMF in the newly created dual role of chief innovation officer and executive creative director, as the agency bolsters its creative department with a series of senior promotions. This includes David Fraser being promoted to co-ECD.

McKenty has spent the past 16 years working in the creative industry across the APAC region, most recently as the Creative Head at Google for nine years. At Google, McKenty was responsible for driving brand love and trust for the Google brand through creativity and working directly with global brands to use Google’s products and platforms in innovative ways.

In addition to her successful tenure at Google, McKenty has created globally renowned work which has been awarded at every major award show across the globe, including OPSM’s ‘Penny the Pirate’, a book and app that tests the eyesight of children; Spark’s ‘Kupu’, an app that translates any image into Te Reo Māori; and Google’s Project Skate, a machine learning tool that can measure the speed, height, and rotation of a skateboarder, and identify tricks in real-time. 

In addition, McKenty has taken home more than 200 awards including a highly sought-after gold Lion for Innovation, WARC’s Most Effective Campaign in the World, D&AD pencils, One Show Awards, Effie Awards, CLIO’s, New York Festival Awards, and many, many more.

As well as winning awards, McKenty has also sat on Innovation Juries at every key award show including Cannes, D&AD, Spikes, AWARD, and more.

In addition to her impressive resume, McKenty is a powerful advocate for Diversity, Equity, and Inclusion, and a founder of Rare with Google, an initiative that provides equitable opportunities for underrepresented creatives to thrive at every stage of their career.

Speaking of her appointment, McKenty said, “BMF has an incredibly strong creative reputation, over the past 26-years it has been lauded for its consistent creative output, effective brand building, and high-profile behaviour change campaigns for some of Australia’s most loved brands. But it’s not just the agency’s strong creative reputation that excites me, it’s also the culture. Not only can they make world-famous campaigns for brands big and small, but they do it with humility and kindness.” 

“I have valued my time and learnt a lot working in tech, but I have missed agency life and the people our industry attracts. I am excited to be returning, it feels like a homecoming of sorts, and I can’t wait to start this next chapter of my career with my new BMF family!”

McKenty is set to join the creative agency in July.

In conjunction with McKenty’s appointment as chief innovation officer and executive creative director, BMF has made a series of internal creative promotions including the promotion of David Fraser to the role of joint-executive creative director.

Fraser joined BMF in 2014 and has been leading the globally awarded ALDI Australia and highly acclaimed Tourism Tasmania accounts for the past nine and four years respectively. In his new role, Fraser will work closely with McKenty and BMF’s Chief Creative Officer Alex Derwin to lead both BMF’s creative department and creative output. 

Alongside his creative partner Dantie Van Der Merwe, Fraser has helped ALDI win over 200 awards for both creativity and effectiveness, with the pair being pivotal to the continued success of ALDI Australia’s renowned ‘Good Different’ platform and helping ALDI to achieve the title of Australia’s Most Trusted Brand in 2018. 

In addition to his work on ALDI Australia, Fraser has launched some of Tourism Tasmania’s most famous campaigns, including the Come Down for Air brand platform and most recently, The Off Season campaign.

“BMF has always felt like home. It’s a caring family full of smart, talented, and ambitious people. And I’ve loved growing into a weird uncle here. To be asked to help build on the BMF legacy and take it to new places with Tara is a fantastic opportunity,” said Fraser.

Whilst leading Tourism Tasmania’s creative output, Fraser has worked closely with Associate Creative Directors Rees Steel and Casey Schweikert, who have also been promoted to Creative Directors. 

Alex Derwin, chief creative officer of BMF, added, “Tara has made an enviable amount of incredible work both in her time at Google, and at her previous agencies. The skillsets she brings, her knowledge of tech and culture, her entrepreneurial spirit, and her boundless creative energy makes her the perfect person to take BMFs output to the next level.” 

“Dave has been leading our two most creatively awarded accounts, he knows the agency inside out, and leads with compassion and intelligence. With Casey and Rees also taking a big, well-deserved step up, we’re well set up for the future.”

Stephen McArdle, CEO at BMF, also said: “Tara is a truly rare talent. As one of the first brilliant creative minds to be lured into the world of big tech, she’s got enviable experience in both creatively led innovation and tech enabled CX. When you couple everything Tara’s learned at Google over the past 10-years with a creative agency that has momentum, belief, and ambition, great things are bound to happen.” 

“We’re also incredibly fortunate to have more than our fair share of world-class talent already in the BMF building. With Tara’s arrival, we’ve taken the opportunity to recognise and elevate some of that outstanding talent and set ourselves up for our next phase of creative exploration and growth.”

Australia – Following a competitive pitch process, Tennis Australia has appointed BMF as its lead creative and strategic agency of record, with the aim of continuing the growth of tennis in Australia as one of the top participated sports. 

As part of the new partnership, BMF will lead Tennis Australia’s marketing strategy and creative for both key sporting events, including the Australian Open and United Cup, as well as drive participation via Tennis Australia’s key products.

“Tennis is one of the most iconic sports not just across the globe, but particularly in Australia. With a strong presence in both culture and the sporting community, we’re incredibly excited to continue to build tennis participation and connect the brand with audiences both locally and globally,” said Steve McArdle, CEO of BMF.

Meanwhile, Tennis Australia’s Chief Commercial Officer Cedric Cornelis commented, “We are delighted to announce our new partnership with BMF and we look forward to working together to further enhance the appeal of tennis which is ingrained into the Australian way of life.”

He added, “Whether it’s picking up a racquet, buying a ticket to an event or engaging with tennis online, we look forward to building even deeper connections to our audiences in ways that are innovative and memorable.”

Last year, BMF also won the creative mandate of global car-sharing marketplace Turo to handle its creative account for its launch in the Australian market.

Australia – Due to its commitment in providing high quality products with affordable prices, supermarket chain ALDI Australia has launched a humorous campaign titled ‘Shop ALDI First’, to convince the Australian shoppers that it is the top choice when it comes to buying grocery needs, despite the existing supermarket competitions.

In partnership with creative agency BMF, the 30-second campaign highlights a shopper who looks at her remaining item on the shopping list after buying at Aldi. Later on, a cashier told her that it would be cool if she found it in another supermarket. 

The customer leaves the supermarket, uttering the words, ‘you will always be my first’ – sounded like they’re in a television drama, but it implies the message that Aldi will always be their first choice in grocery needs.

Jenny Melhuish, marketing director at ALDI Australia said that they understand the shoppers if they have choices in supermarkets. However, she also highlighted that it’s more worth it to shop at ALDI due to its cheaper prices compared to other supermarkets, given that Australian shoppers spend a lot during post-christmas and holiday season.

This campaign also comes after research revealing that 45% of Australian shoppers chose ALDI based on their parents’ brand of choice despite their savings.

Other works from the campaign will also be posted on television, OOH channels, print, digital and social.