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BMF Launches Amart's New Brand Platform with Unconventional Torture Test

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With a spot from Good Oil, the new brand platform is led by TV and supported by online films, social and an integrated retail campaign

BMF Launches Amart's New Brand Platform with Unconventional Torture Test

Amart is well known for it’s low prices, but its reputation for quality and style is, in many ways, under-valued. The furniture stores new brand platform ‘It Just Makes Sense’ looks to redress the balance by dramatising Amart’s amazing quality. Their beds, chairs, sofas and tables are made better, look better and last longer than many of its competitors, and always at an unbeatable price. 

To launch this Long Idea, BMF has taken Amart’s number one proof point and competitive point of difference, the all-inclusive warranty, and carried out an unconventional torture test to prove it. 

Alex Derwin, creative, CCO, BMF, said: “Being thrown out of an airplane at 15,000 feet has a clarifying effect on the mind of a sofa. This ad ponders the existential questions of life, death, and the undoubted benefits of an all-inclusive guarantee."

“Distinctive, memorable and impactful are three horribly overused words in our game." added Richard Woods, head of account management, BMF. "But I hope people will agree that this work makes a decent fist of all three. We incredibly proud of it and, like the featured sofa, we are confident it will land hard.”

Tracey Kruske, national marketing manager, Amart, commented: “‘It just makes sense’ is the perfect expression of the all-round value we offer customers every day and it’s simple message coupled with an epic execution has huge potential. We can’t wait for people out there to see it.” 

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Client: Amart

CEO: Lee Chadwick

COO: Scott Pears

General Manager, Customer: Sam Viney

National Marketing Manager: Tracey Kruske

Marketing Manager: Larissa Lees

Marketing Executive: Michaela Sharp


Creative Agency: BMF

Chief Creative Officer: Alex Derwin

Creative: Stephanie Allen

Senior Designer: Fiona McLeod

Senior Designer: Melinda Cole

Chief Strategy Officer: Christina Aventi

Group Planning Director: Thomasine Burnap

Chief Executive Officer: Stephen McArdle

Head of Account Management: Richard Woods

Senior Account Manager: Siham Zirkak

Head of TV: Jenny Lee-Archer

Director: Hamish Rothwell


Production Company: Good Oil

Executive Producer: Juliet Bishop and Andrew McLean

DOP: Jac Fitzgerald

DOP Aerials: Joe Jennings

DOP Shotover: Greg Wilson

Editor: Johanna Scott

Post Production

Post Production: Arc Edit

VFX Artist: Eugene Richards

Music: Original composition by Elliott Wheeler @ Turning Studios

Sound Design & Audio production: Rumble Studios

Categories: Retail and Restaurants , Retail Stores

BMF, Mon, 07 Dec 2020 01:02:50 GMT