Page 10 - AdNews magazine Mar-Apr-May 2023

CREATIVE AGENCY OF THE YEAR WINNER
You can’t overcook Christmas
BMF
The judges: “A great spread of clients and the creative work to go with it. An agency of strong values: Cheeky, Gutsy, Humble. High staff retention, a RAP (Reconciliation Action Plan), learning and development. Highlighted campaign: You Can't Overcook Christmas (ALDI). Encouraging Australians to break out of the confines of the year and go big.”
The agency was up against a strong field of finalists: The Royals, Special Australia and Thinkerbell.
BMF says it was one hell of a year, creating over 125 ads for over 23 clients.
“Culture is the currency to BMF’s economy and it’s driven by our val- ues: Cheeky, Gutsy, Humble.”
And for its people at BMF: BRAVO, the self-sufficient
economy app, allows BMFers to accumulate BRAVO bucks for liv- ing the agency’s three core values And this year prizes included spa vouchers, an iPhone, cash and a trip to Tasmania.
You can’t overcook Christmas. BMF’s campaign for ALDI: “Millions of Aussies expected Christmas to be more stressful than ever - everything had to be perfect to make up for a rough year. So instead of trying to find space in the “togetherness” ver- sion of Christmas that Coles and Woolworths were pushing, we decided to lean into our ‘differ- ence’, and make ALDI’s touch of unexpectedness the secret ingre- dient – and exactly what people needed to take Christmas to the next level. Our solution: give Aussies permission to break free
and go the full Christmas, because You Can’t Overcook Christmas.
“We overcooked Darude’s Sandstorm anthem, and added neon, lasers, sherry, and fire, then blasted this across every screen and airwave to set the mood.
The Royals
Special Australia
The Fixable Campaign
“It’s a good thing we love this racket.” The Royals, entering
its second decade as an independent, needed a whole new level of passion, enthusiasm and audacity. Working with MOSH, an online healthcare platform that provides hair
loss and erectile dysfunction treatments for men, The Royals discovered the biggest obstacle to growth was men’s ‘she’ll be right’ attitude. Men are notorious for going into ‘fix-it mode’ when a problem arises. Strategy: Trigger male fix-it mode.
The fifth year of the global UberEats. This Calls For became an Australian catchphrase for immediate delivery moments. The UberEats Australian Open partnership took the catchphrase into a world-first interactive campaign that highlighted
the brand’s evolved product selection. ‘Choose your own
AO’ let audiences decide which grocery items would best satisfy the needs of the biggest tennis superstars during the games, serving them up hilarious conclusions to open-ended ads.
CREATIVE AGENCY OF THE YEAR FINALISTS