BWS toasts an iconic Australian summer.
BWS is inviting its consumers to have some fun with its brand through a new brand campaign that plays with the BWS initials, in celebration of the little moments which make an Australian summer iconic.
The campaign is made up of a series of fun, alternative acronyms for BWS - Boldly Worn Smugglers, BBQ Without Salad, Badass with Sandals - as well as Christmas with - Badly Wrapped Stuff and Beats Wrapping Socks to further emphasise why BWS and summer go together like a cold beer and a BBQ.
M&C Saatchi partnered with production company Entropico and director Natasha Foster to create a suite of film and stills that embody the vibe of a cheeky Australian summer.
The Big Wonderful Summer campaign runs for two months and highlights the convenience of BWS, from one-hour delivery and 30-minute pick up, to the 1400-store network and last-minute gifts for Christmas.
M&C Saatchi Sydney CD Brendan Donnell says the campaign has some fun with BWS and makes it a part of summer occasions: “We’re looking forward to opening it up for UGC to put their own spin on a BWS summer.”
Dentsu’s media agency Carat was tasked with media strategy, planning and buying for the campaign - bringing the multi-faceted campaign to life across social, online video, OOH and instore.
BWS' head of marketing Vanessa Rowed says the campaign is “testament to the perfect summer”.
“It's these iconic summer moments that makes for a relatable and fun campaign,” says Rowed.
Credits:
BWS:
Vanessa Rowed - Head of Marketing
Meg Clark - Head of Marketing - Trade
Sarah Chegwidden - Senior Brand Manager - Trade
Shireen Yousif - Assistant Brand Manager - Trade
M&C Saatchi
Cam Blackley - CCO
Avish Gordhan - ECD
Brendan Donnelly - Creative Director
Dave Govier - Creative Director
Felix Ettelson - Senior Art Director
Georgie Waters - Senior Copywriter
Vanessa Boueyres - Managing Partner
Helene Ioakimidis - Group Account Director
Saskia Meagher - Senior Account Manager
Jemma Marriott - Senior Project Manager
Rachael Fraser - Head of Strategy
Emma Parsons - Head of Content
Amy Grant - Senior Strategist
Sarah Cowen - Senior TV Producer
Alison Dunlop - Senior Integrated Producer
Sam Blazevic - Producer
James Jamias - Design Director
Alex Ardino - Animator
Warren Fox - Designer
Bojan Bojic - Animator
Ryan Donnely - Integrated Designer
Production Co: Entropico
EP: Tim Burnett
Director: Natasha Foster
Producer: Emily Green
DOP: Tom Black, Tony Luuill Versace
Photography
Production Manager: Sophia DeVries
Photographer: Cole Bennetts
Digi OP: James Evans
Photo Assist: Jared Liebowitz
Lighting Assist: Alex McDonald
POST PRODUCTION
Post Producer: Gus Kennelly
Post Production Supervisor: Andrea Chen
Editor: Andrea Chen, Ivan Lentell, Jodie Williams
Motion Design: Oliver Eather, Zane Flynn
Colourist: Julien Chichignoud
Score, Composition & Sound Mix: Rowan Dix
Sound Design: Bonnie Knight
