Cannes Contenders: BMF Australia

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

BMF Australia

Violence against women doesn’t just start – it grows from a young age. ‘Stop It At The Start’ is a primary prevention campaign aimed at reducing violence against women in future generations. The campaign targets “influencers”, such as mums, dads, teachers and coaches, who unwittingly excuse disrespectful behaviour by young people. The campaign has received extensive coverage by global TV, online and print publishers and top Australian influencers, reaching 15.5 million views after just a week (6.5 million views before it even aired on TV) and 71,000 comments and shares.

BMF Australia

We convinced Hollywood A-Lister Owen Wilson to experience ships that didn’t even exist. The three part online series was a mini-blockbuster and generated some 5.4 million views in Australia and New Zealand in the first two weeks alone. In the first episode, “The Earthling,” a confused Owen Wilson awakens to find himself in a strange and luxurious place. A beautiful woman explains to him that he is not on Earth.

 

BMF Australia

In episode two, “Losing It”, Owen finds himself in a wetsuit, floating in a swimming pool in the company of another woman. His surroundings and its inhabitants amaze him.

 

BMF Australia

In the final episode, “The Secret”, Owen wakes up in the Dragon Lady restaurant, before relaxing in a Cabana. He discovers the secret of its inhabitants, “The Cruiselings”. At the end of the film, he’s surprised to learn that he is, in fact, on a cruise ship.

 

BMF Australia

We continued to compare ALDI products with branded equivalents. This campaign addresses the misconception that ALDI’s quality is inferior to branded products. From a doorknocker with a terrible cold selling hand sanitiser, to a divided Italian family arguing over pasta sauce – with 20 executions and counting, it proves ALDI’s value across the shop in a classic challenger style.

BMF Australia

BMF Australia

BMF Australia

BMF Australia

BMF Australia

 

BMF Australia

Sometimes it can feel like it’s you versus ‘the day’, so you better be prepared for what it throws at you. This is the idea behind the new beef campaign BMF has launched for Meat & Livestock Australia (MLA). Under the brand platform, ‘You’re Better on Beef’, the campaign focuses on how three women take on ‘The Day’ with the energy that beef gives them to go again and again and again. It emphasises the nutritional qualities of beef in a way that positions it as the perfect fuel for life.

 

BMF Australia

Despite falling on the same day every year, Christmas always seems to sneak up on us. It’s stressful and exhausting. ALDI Australia says something most brands aren’t prepared to admit. Sometimes, Christmas can be a massive pain. The film is an irreverent and honest take on the Perfect Aussie Christmas, the stresses, panics and warm moments that make it all worthwhile.