Campaign sets to broaden the appeal of Boating Camping and Fishing as a way for anyone to escape the 9 to 5.
BCF - Boating Camping Fishing is launching its new BCFing brand platform this weekend, via a collaboration between Clemenger BBDO Brisbane and Melbourne.
'A BCFing musical' will go to air during the Grand Finals with a hard-to-get-out-of-your-head song that captures the fun of Boating, Camping and Fishing.
Says Ant Keogh, chief creative officer, Clemenger BBDO Melbourne: "We took the challenge of being shamelessly retail and created a musical that happens to repeat the brand name over 10 times in 30 seconds."
Says Nick Kelly, director, The Sweet Shop: "What grabbed me when I first heard the BCF song was the simple honesty of it. There was no trickery, just this infectious sense of joy. Creating the ragtag bunch of characters to tell the story was a lot of fun."
The ads finish on the call-to-action, 'Be a BCFing expert' with the BCF team and online content ready to help people become masters of the outdoors.
The new brand will be rolling out in-store, online and through the upcoming Summer and Christmas retail seasons.
Client: BCF - Boating Camping Fishing
Anthony Heraghty, Managing Director Leisure Retailing, Super Retail Group Ben McConnell, Marketing Manager BCF, Super Retail Group
Production Company: The Sweet Shop Director: Nick Kelly Production Producer: Allison Lockwood DoP: Martyn Williams Production Designer: Jon Dowding Editor: Stuart Morley, The Editors Colourist: Edel Rafferty, Method Studios Online Artist: Jamie Scott Songwriter: Ant Keogh Music Production: Electric Dreams Studios Sound Designer: Paul Le Couteur, Flagstaff Studiosview more - Creative