Bisley Workwear launches ‘BIG’ new brand campaign with Scott Cam via Bashful

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Screen Shot 2014-01-28 at 8.30.59 am.jpgBisley Workwear, Australia’s fastest growing workwear brand has launched a new brand campaign showcasing that Bisley is made for the BIG Australian jobs via Bashful.

Australian owned since its launch in the 1950’s Bisley has built its brand through a grass roots approach and reputation for quality across iconic Australian industries including mining & resources, manufacturing and construction.

BISLEY-TRADIE1.jpgBreaking new ground for Bisley, the TVC debuted during the premiere episode of Channel Nine’s The Block on Monday 27th January. The TVC is part of a broader integrated marketing strategy encompassing print, outdoor, digital, social, direct mail and PR.

The strategy places an emphasis on geotargeted, personalised communication designed to engage and educate key decision makers on Bisley’s product innovations specifically designed for their industries.

The campaign features Bisley brand ambassador Scott Cam championing the BIG benefits of Bisley in a funny and engaging way that will appeal to Bisley’s customers.

The core creative idea for the campaign’s creative expression is ‘For the BIG jobs’…  that Australia is a BIG country with BIG stuff, BIG trucks, and BIG jobs.

Says Kerry Fitzgerald, Bisley marketing manager said the campaign directly reflects the brand’s philosophy of not taking itself too seriously, whilst taking its product very seriously.

Says Fitzgerald: “Bisley has a really rich Australian heritage and a stellar reputation for quality, but we wanted to keep the campaign fun and filled with an authentically Aussie larrikin spirit. It was also important that the campaign move Bisley forward – showcasing our quality, supply chain strength and reliability… all of which are incredibly vital for our customers.”

The campaign will run from January to July 2014.

Client: Gazel Apparel Pty Ltd.

Product: Bisley Workwear

Marketing Manager: Kerry Fitzgerald

Agency: Bashful

Production House: Window

Director: Josh Whiteman

Talent: Scott Cam

Media Agency: Frontier