Kmart Australia pushes its Winter apparel in new ‘Popover Hoodie’ campaign via BWM Dentsu
Kmart Australia is keeping things cool this Winter season with its new ‘Popover Hoodie’ campaign from BWM Dentsu.
The campaign takes the brand’s recognisable white background and the upbeat feel of BWM Dentsu’s previous Kmart campaigns and transports them to one of Australia’s coolest venues – Melbourne’s Palais Theatre – to celebrate the fun features and casual comfort of the Popover Hoodie.
Kmart’s general manager, marketing, Michele Teague, said both the Kmart and BWM Dentsu teams were excited to see the new campaign launch nationally to customers.
Says Teague: “The Popover Hoodie is Kmart’s ‘must have’ piece for the Winter season, thanks to its great design and low price point. Our business has built incredible momentum, and highlighting our design credentials was a big part of this brief.
“BWM Dentsu has delivered a campaign that leverages our great body of work and drives our brand further.”
Amy Hollier, creative director, BWM Dentsu Melbourne, said the team had enjoyed working on its latest Kmart campaign.
“We’re always looking for new ways to make Kmart irresistible. Everything came together on this campaign – the creative idea, the venue, the design, the music and of course the wonderful Popover Hoodies – to create a great piece of work we think will really stand out and grab people’s attention.”
The campaign, which launched on Sunday, consists of a 30-second TVC, a 60-second film for content and cinema, and a 98- second extended film that will be available on Kmart’s website.
The campaign will also be seen in-store, in catalogue and on social media, and will run for three weeks from Sunday, 27 March.
Client: Kmart
Michele Teague – General Manager Marketing
Nicole Hayes – Creative Design Manager
Matt Tovey – Brand Manager Apparel
Sarah Bragg – Marketing Specialist
Creative Agency: BWM Dentsu
Amy Hollier – Creative Director
Ryan Purcell – Associate Creative Director
Phil VanBruchem – Associate Creative Director
Nicole Gillard – Group Account Director
Leah Papakrivos – Senior Account Manager
Jennifer Moffat – Account Executive
Sonia McLaverty – Senior Onscreen Producer
Production Company: Collider
Ben Briand – Director
Rachael Ford-Davies – Executive Producer
Matt Dooley – Producer
Ross Giardina – DOP
Mark Bennett – Editor
Post Production: Method Studios
Music: Level Two / Electric Dreams
Sound: Sound Lounge
20 Comments
Imitation is the sincerest form of flattery…oops.
https://www.youtube.com/watch?v=F8_DCoAOL3U
I really love this. Well done guys.
I think I’m a better dancer.
Exactly the same music and dancing people as Target months ago.
What an own goal!!
Account loosing mistake.
https://www.youtube.com/watch?v=F8_DCoAOL3U
Excellent work.
Beautiful demo of product range and features
Beautifully put together
I was expecting to see Christopher WalKen in a hoodie
Ummm, it’s just the same as the other large clothing retailers’ ad ?https://www.youtube.com/watch?v=F8_DCoAOL3U
much ado about nothing….
now that’s embarrassing isn’t it
good work blokes.
An idea so unoriginal and predictable that it’s been done before by the opposition. Kmart and Target have looked the same for far too long. If us ad people can’t tell them apart how would the general public? It’s lazy. Someone needs to start again.
Kmart has been using that song for a while.
https://www.youtube.com/watch?v=1GxDCuhXNsI
Put a hoodie on it.
Offft, same track, thats a nasty one.
Surely someone must have flagged this at some point?
C’mon BWM. I know you’re reading this
before target
Dancing in a hoodie…… wow…… is there a second part that contains the creative??? It’s ‘whatever’ at best.
The comparison’s to the Target commercial linked several times are not only a little tenuous (The same song + dancing, it’s an obvious idea so it’s not a big deal).
The “Target” that made that commercial is not a competitor, it’s Target US, a different company entirely with a different market/audience. Meanwhile Kmart has been using this song for over a year (and they should really stop) so the Target ad could more likely be accused of ripping from Kmart.
And that’s what happens when you don’t have an idea kids.
Could it be the similarity to Target is intentional to ease the transition when the two brands are merged?
There are $5000 music videos that look and feel better than this, what a waste of space.