Cannes Contenders: BMF Australia

How will Australia perform at Cannes this year? Over the next month in the lead up to the Festival, Campaign Brief will be showcasing the work we hope will impress the judges…

Lion Breweries Tap King: Is it me you’re looking for?

Lionel Ritchie is behind the fridge in this spot from BMF Sydney for Lion Breweries.

Weight Watchers: Awaken Your Incredible

Awaken Your Incredible is based on the insight that each of us has already proven that we are stronger than we think, when we look back at how we’ve conquered life’s ups and down. The campaign, via BMF Sydney, sets out to make people believe in themselves again, reminding them that they can embrace a healthier lifestyle by calling upon their fighting spirit, with Weight Watchers being the brand they turn to when they want to feel good about themselves again.

ALDI Australia: Everyone’s a Winner

BMF Australia

Meet Jimmy Masters, motivational speaker and ALDI Awards’ spokesperson. With layers of spray tan and a toothy smile, Jimmy shows how everyone can achieve that winning feeling simply through purchasing any of ALDI’s 150 award winning products.

Central: Hipster Santa

In a three-week-long ambient PR stunt, Hipster Santa took over one of the retail spaces within The Living Mall and replaced it with his workshop. The space was his new home up until Christmas Eve. Here, shoppers were able to interact with him, got the obligatory Santa photo (selfie-style of course), and got advice on what was hot for Christmas 2013.

ALDI Expressi: Expressi Yourself

ALDI launched a campaign to promote its Expressi capsule coffee machine and range. The campaign included TVCs supported by cinema, outdoor, online and owned media. BMF partnered with South African comedy director and king of ridiculous, Trevor Clarence as well as Sydney fashion photographer Simon Lekias to bring the campaign to life.

Random House and The Footpath Library: Mailbooks For Good

In partnership with Random House, BMF Sydney created an innovation in book publishing, which encouraged donations of books to The Footpath Library, a charity which provides books for homeless and disadvantaged Australians. The innovation takes the form of specially designed dust jackets. Once readers have finished the books, they are instructed to turn them inside out and the books become pre-paid, pre-addressed parcels. When posted they are sent directly to the charity for distribution to those in need.