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BWS Celebrates Its 21st Birthday with Australia in Spot from M&C Saatchi Sydney, Carat and the Zoo Republic

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Abbie Chatfield and Khanh Ong star in cheeky spot

BWS Celebrates Its 21st Birthday with Australia in Spot from M&C Saatchi Sydney, Carat and the Zoo Republic

BWS via M&C Saatchi and Carat invite Abbie Chatfield, Khanh Ong and Australia to celebrate its 21st Birthday.

As the cheeky younger cousin to more serious bottle shops in the category, BWS has always had a challenger spirit. So as it turns 21, BWS is marking its coming of age with an unconventional and refreshingly self-aware take on a birthday campaign. 

BWS knows that people don’t care about a brand’s birthday, unless there’s something in it for them.  So for their 21st, they’re tackling this head on by unashamedly paying customers to celebrate in an integrated campaign, Pay for Hooray, featuring Abbie Chatfield and Khanh Ong.

"We know that most people don't care about a bottleshop’s birthday, but at BWS we are all about celebrating with our customers and team members, which is why we want to have a bit of fun with ours,” BWS head of marketing Anna Webster said.

“For our birthday this year, we are asking our customers to complete a number of birthday tasks and we will reward them with cash so they can celebrate and have their own fun," she added.

“They say money can’t buy love but $100 cash to make BWS a birthday cake, or $2,000 to get a choir of 21 of your mates to sing in public, will test that theory,” says Brendan Donnelly, creative director at M&C Saatchi Sydney.

By giving BWS a birthday shout out on, customers can win up to anywhere from $10 to $5,000. The shout out tasks range from a simple birthday message, a song or dance dedication, to getting your mates involved and pulling off a 21 people choir. The Pay-for-Hooray promotion also comes with a mega $21k cash give-away every week for 4 weeks that you can enter on the microsite.  

Dentsu media agency, Carat led strategy, planning and buying for the campaign. Channels include a screen strategy designed to reach younger Aussies at scale across the month-long campaign and include partners such as Vevo, Twitch, YouTube and BVOD and high reaching OOH placements. Media will also reach people searching for opportunities to make a quick buck, coming to life through partnerships with major gig-economy platforms.

The Zoo Republic led the promotional strategy and execution, capturing birthday wishes via an engaging campaign microsite.

The campaign will also be the first time the refreshed BWS brand identity hits the market. 

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Anna Webster: Head of Marketing

An Le: Head of Brand Marketing

Jax Young: Senior Brand Manager

Charlotte El Baz: Brand Manager

Malina Yi: Brand Manager

Tessa Donnithorne: Marketing Co-ordinator

M&C Saatchi

Cam Blackley: CCO

Avish Gordhan: ECD

Brendan Donnely: Creative Director

Laura Brown: Senior Art Director

Tom Bradbeer: Senior Copywriter

Simone Cherry: Design Director, Craft

Matt Harrington: Craft designer

Vanessa Boueyres: Managing Partner

Helene Ioakimidis: Group Account Director

Katie Lockwood: Senior Account Manager

Saskia Meagher: Senior Account Manager

Rachael Fraser: Head of Planning

Amy Grant Senior: Strategist

Fransisco Phillips: Social Media manager

Alison Dunlop: Integrated Producer

James Jamias: Design Director

Ryan Donnelly: Integrated Designer

Ming Chang: Integrated Designer

Soraya Ouzaria: Motion Designer

Kai Faulkner: Motion Designer

William Gembitsky: Motion Designer

Richard Hughes: Senior Retoucher

Matthew Cox: Retoucher

Production Company: Mint Films

Director: Tom Spark

Producer: Nick Mutton


Bianca Falloon: Client Partner

Christian Fox: Client Partner

Zac Kelly: Strategy Director

Amanda Nguyen: Senior Account Manager

Megan Suriadji: Client Executive

Ellishia Maher: Client Executive

Isabelle Bryce -Client Associate
The Zoo Republic

Claire Bezuidenhout: Account Service Director

Emily Richardson: Senior Account Director

Patrick Kenny: Senior Account Manager

Dan McFarlane: Commercial Director, X Collective

Kiel Van Daal: Technical Director, Roilti

Steph Quinn: Client Services Director, Pilgrim

Rae Goode: Account Manager, Pilgrim

Sport & Entertainment, M&C Saatchi

Krystina Frassetto: Managing Director Sports & Entertainment

Saynaree Oudomvilay: PR & Communications Senior Account Director

Florence Fahmy: PR & Social Account Executive, Thu, 02 Jun 2022 08:59:07 GMT