BMF Australia has been named AdNews Creative Agency of the Year, ahead of finalists The Royals, Special Australia, Thinkerbell and The Monkeys Australia, part of Accenture Song.
The judges: “A great spread of clients and the creative work to go with it. An agency of strong values: Cheeky, Gutsy, Humble. High staff retention, a RAP (Reconciliation Action Plan) Plan, learning and development. Highlighted campaign: You Can't Overcook Christmas (ALDI). Encouraging Australians to break out of the confines of the year and go big.”
BMF said: "Millions of Aussies expected Christmas to be more stressful than ever - everything had to be perfect to make up for a rough year. We decided to lean into our ‘difference’, and make ALDI’s touch of unexpectedness the secret ingredient – and exactly what people needed to take Christmas to the next level. Our solution: give Aussies permission to break free and go the full Christmas, because You Can’t Overcook Christmas.
“From a film featuring a giant prawn, to bespoke retail edits with products piling on the party vibes. From over-the-top OOH to digital assets dialled up to 11, and a Tik Tok campaign that got Aussies to show us how they were living their ‘overcooked’ Christmas. All this culminated in our most successful commercial year to date ... all during a global pandemic.”
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