Kmart launches new spots via BWM Melbourne to promote its latest range of on trend homewares

Screen Shot 2014-08-11 at 7.43.29 am.jpgKmart has gone with a stylish new look to launch its latest range of on trend homewares in partnership with BWM Group Melbourne and Exit Films.

Directed by Lachlan Dickie from Exit Films the two new 30-second TVCs transport viewers to Kmart's world of everyday low prices where stylish living products take on a life of their own.

Says Amy Hollier, creative director at BWM Group Melbourne: "Lachlan Dickie from Exit Films was the ideal choice to direct these ads. His visuals are slick, exquisitely thought out, and look good enough to eat. They truly capture that liberating feeling of getting something beautiful for next to nothing."

This is the second instalment in Kmart's 'Deeper Love' campaign, which uses the bold visual style people have come to expect from Kmart to highlight how great products at low prices make people feel.

Says Sonia McLaverty, onscreen producer at BWM Group Melbourne: "'We're really proud of this beautiful Melbourne- made campaign and to have supported our local industry.''

The TVCs launched nationally on Sunday 3 August and will be accompanied by a full digital, social and PR program.

Kmart - Client
Dion Workman - General Manager Marketing
Laurie Lai - National Communications Manager
Lucy Price - Advertising Communications Specialist

BWM - Creative Agency
Mark Watkin - Managing Director
Murray White - Executive Creative Director Amy Hollier - Creative Director
Nika Hellstrom - Art Director
Ryan Purcell - Art Director
Nicole Gillard - Group Account Director
Hugh Baulch - Senior Account Director Deanne Pascoe - Senior Account Manager Account Executive - Claire Innes
Sonia Mclaverty - Senior Onscreen Producer

Production - Exit Films
Lachlan Dickie - Director
Producer - Selin Yaman
Executive Producer - Corey Esse
Ian McCarroll - Director of Photography Lance Davis - Production Designer Michael Hoolihan - Offline

Colourist - Edel Rafferty
Visual Effects & Online - Method & Perceptual Engineering


Krapmart said:

This is yet another terrible chapter in a campaign that started well (wasn't there a point where it actually looked good?) and has continued to dive deeper into the world of WTF as it has gone on. Rubbish visually and a nonsensical pile of steaming turd conceptually. Kmart advertising felt like it was moving up in the world but for the last year it has falling back into crapsville.

Cheer up Charlie said:


It's just retail buddy. Cheer up.

Hey @ 3.25 said:

I think it's pretty damn good. Stands out in a sea of sameness with some strong personality and it's clearly Kmart.

And hey @3.25 - You clearly are a bitter person without a clue about anything that might be going on.

I continue to be amazed by some of the spiteful comments that come through on this blog and very rarely comment.

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