Kmart launches eight week Christmas countdown in a new campaign via BWM Group Melbourne
Kmart is clapping in the festive season with a fresh and fun campaign that transforms Christmas into the holiday of great value giving via BWM Group Melbourne.
The series of eight TVC’s reveal the latest and greatest toys, gifts, entertainment and summer fashion trends that are at the top of every wish list.
Amy Hollier, creative director at BWM Group Melbourne, said the new campaign shows Australians how it feels to have a Kmart Christmas – bright, happy, fun and fantastically affordable.
Says Hollier: “With this new campaign we wanted to share Kmart’s contemporary take on Christmas by ditching the red and green, and dialling up the vibrant colours in the latest trends.
“Over the eight week countdown we’ll be building a bigger and brighter Christmas story around the great products Kmart has to offer at irresistibly low prices.”
The integrated campaign, which launched on Sunday 26 October, will air one TVC per week in the lead up to Christmas, supported by POS, catalogue and digital content.
Andre Reich, Kmart general manager said the retailer’s aim is to create a destination where families come for the lowest prices on quality items, everyday.
Says Reich: “At Kmart we believe Australians are paying too much for the everyday products they want and need.
“We’ve worked hard to make our business operations smart, fast and efficient so we can pass on maximum savings to our customers at Christmas and all year round.
“Whether you’re finding the perfect gift for a loved one, decorating your home or searching for the latest summer looks, Kmart has created a reason to shop every single week by making Christmas the season of affordable gift giving.”
The series of eight 30-second TVC’s were directed by Fran Derham and Clare Pleuckhahn from Cos We Can, a producer/director/director of photography team based in Melbourne.
Kmart – Client
Andre Reich – General Manager, Apparel, Footwear, Beauty & Accessories
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
Ryan Purcell – Art Director
Phil VanBruchem – Senior Art Director
Nika Hellstrom – Art Director
Nick Weller – Senior Copywriter
Nicole Gillard – Group Account Director
Hugh Baulch – Senior Account Director
Deanne Pascoe – Senior Account Manager
Claire Innes – Account Manager
Sonia Mclaverty/Sandi Gracin – Senior Onscreen Producer
Production – Blue Boat Productions
Directors – Cos We Can
Fran Derham – Producer/Director
Clare Plueckhahn – Director of Photography/Director
EP/Producer – Craig Griffin
Post
XYZ Studios
Sound – Front of House Phil Kenihan
Music – Electric Dreams