BWS toasts customers in newly launched ‘Here’s to you’ creative campaign via M&C Saatchi’s 1440
Australian convenience drinks retailer BWS has revealed its new brand platform, Here’s to You, in one of the largest campaigns in the organisation’s history, The various creative elements within the campaign platform were conceptualised by 1440, the retail specialist within M&C Saatchi Group.
The campaign is designed to capture the hearts of Australians, focusing on the everyday connections made while sharing a drink with loved ones.
In preparing for the campaign, the BWS team undertook a deep analysis of its stores, teams, customers, suppliers and partners. Here’s to You, is aimed at further cementing the BWS brand’s desire to centre itself as a locally relevant and convenient place to buy drinks across the country.
Here’s To You is also a toast to the various personalities behind BWS customers and how they connect, every day – highlighting the local understanding its 1,300+ stores offer. Here’s to You also nods to its 7,500+ BWS store team members that support customers with their drinks choices.
Says Guy Brent, director, BWS: “Everyone on the BWS team has a shared passion for helping Australians facilitate more meaningful connections through casual, everyday socialising. We are determined to make buying drinks a special experience. This is achieved through inspiring choice through our different store formats and digital offering, along with our continued focus to tailor our range to local tastes, and putting customers first through authentic and personal service.”
Supporting the launch of Here’s To You, the campaign is set to run across TV, OOH, digital, mobile, social and print. The platform will become a mainstay of the communications from the brand leading into Summer and into 2018. The TVC premiered last night.
Says Howard Spreadbury, managing director, 1440: “For BWS, Here’s To You is an important step in the evolution of the brand. We’ve had an amazingly collaborative approach with the BWS team and the work is stronger as a result. This campaign reflects a genuine shift in focus for BWS from product to people and the customer’s real-life experience with their brand.”
Says Brent: “To us, offering good value means that our customers will feel rewarded for choosing us. A better range is inspiring our customers with products they’ll love and the best experience is feeling like a local within any one of our stores thanks to our friendly and knowledgeable staff. All of this is what guides everything BWS does everyday and Here’s to You is an extension of our commitment to offering this to our customers all across the country.”
The national metro and regional media campaign started from Sunday, 15 October with a new in-store branding experience live from today.
Creative – 1440 & M&C Saatchi
Tom McFarlane – Creative Partner
Lee Roberts – Creative Director
Geoff Reid – Senior Copywriter
Mike Miller – Senior Art Director
Zac Gold – Copywriter
Paul Slater – Art Director
Simone Cherry – Lead Designer
Sionen Adijans – Senior Designer
Jack Farrell – Designer
Tom Roder – Finished Artist
Strategy – 1440
Mervyn Tan – Strategy Partner
Jessica Smith – Retail Strategist
Charissa Tosio – Social Creative Strategist
Production
Jackie Archer – Executive Producer, 1440
Linda Varney – Senior Producer, 1440
Dulce Aguilar – Production Coordinator, 1440
Director – Tom Campbell, Exit Films
Producer – Fiona Pakes, Exit Films
Post Production – The Editors & White Chocolate
Sound Design & Composition – Song Zu
Logo Animation – Resolution Design
Photographers – Barnaby Wilshier & Dick Sweeney
Account Management
Howard Spreadbury – Managing Director
Paul Coles – Client Services Director
Michael Porter – Account Director
Cameron Green – Senior Account Manager
Sam Hurwood – Account Manager
BWS
Guy Brent – Managing Director, BWS
Adam Fry – Head of Merchandise & Marketing
Adam Slattery – Head of Advertising, BWS
Carly Bowra – Head of Strategic Marketing Projects, BWS
PR – PPR
Annike Morgan – Director of Marketing Communication, PPR
Chloe Turner – Account Director, PPR
Media Agency – Carat
Bianca Falloon – Client Lead
Charlotte Edwards – Business Director
Carolina Ferreira – Senior Ecosystem Planning Manager
Sally Cartmell – Ecosystem Planning Manager
4 Comments
Wouldn’t it have been far stronger, more memorable and infinitely better branded to simply take the little branding device of three glasses forming the logo from above and make THAT the idea, repeated creatively during the commercial. Not to mention it being CAMPAIGNABLE.
Not another montage from M&C Saatchi.
‘Here’s to spew…’
Another manifesto of mediocrity in the place of an idea, for a booze shop.
Fml advertising in this city is shit.