Campaign aims to reassure Aussie taxpayers that the Government is taking serious action to ensure profits that are earned here are taxed here.
The Australian Government has launched an integrated campaign - created by BMF - to educate the Australian community and small businesses about the new laws and measures in place to help address the issue of multinational tax avoidance.
Under old laws, some multinational corporations could minimise the tax they contribute to the Australian economy by taking advantage of international legal loopholes. It is estimated that $3.9bn could be recovered as a result of these laws and measures - money that can be reinvested back into the economy and local communities. This strengthens the integrity of the tax system and ensures that all businesses can compete on a level playing field.
Says Steve McArdle, managing director, BMF: "It's important that the Australian public have faith in our tax system. Our task was to communicate the steps the government is taking to protect its integrity. In doing so, we hope we've been able to bring simplicity and elegance to what could be considered a complex subject matter."
BMF worked with Photoplay to bring the set to life, ensuring it worked both mechanically and was aesthetically interesting. Illustrations, 3D CAD blueprints and physics-based visualisation software were used to develop a rough edit before building began. The model was then created with raw and painted wood, metal embellishments, perspex and 3D printed resin.
The campaign is being rolled out nationally and includes TV, online videos, print, radio and digital (https://fairtax.gov.au/).
Agency: BMF Executive Creative Director: Cam Blackley Creative Director: Ant Hatton Art Director: Jessica Roberts Copywriter: Justin Butler Print Designer: Catarina Duardo Executive Planning Director: Christina Aventi Head of Planning: Hugh Munro Managing Director: Steve McArdle Senior Account Director: Peitra Withaar Senior Account Manager: Melanie Pisani Agency Producers: Emma Friend and Fiona Gillies Production Company: Photoplay Director: Jonathan (Drop Bear) Chong Producer: Emma Thompson Executive Producer: Oliver Lawrance Post Production: ALT VFX Editors: Matt Bennett and Jay Hawkins DoP: Simon Ozolins Music and Sound Production: Rumble Studios Production Director: Karen Liddle Art Buyer: Basir Salleh Photographer: Michael Corridore Digital Producer: Laurence Pogue Digital Designer: Marissa Karolyiview more - Creative