Page 40 - AdNews magazine Mar-Apr-May 2023

AD CAMPAIGN OF THE YEAR WINNER
SPONSORED BY QUANTCAST
BMF
BMF won Ad Campaign of the Year, sponsored by Quantcast, for ‘You Can’t Overcook Christmas’ for ALDI Australia.
Judges: “Push the gravy boat out. Go bonkers without breaking the budget. Building on ALDI’s value platform and encouraging Australians, after the restrictions of the past year, to break out and reconnect post-COVID. A cam- paign, giving ALDI Australia differ- entiation in the market, with strong results.”
BMF: “It’s easy to talk yourself out of trying something a bit dif- ferent at Christmas. A bit new, or surprising. A bit bonkers. So instead of trying to find space in the heartfelt ‘togetherness’ version
of Christmas Coles and Woolworths were pushing, we made a decision to lean into our differences and turn them from a perceived weak- ness into a strength, showing Aussies that ALDI’s touch of unex- pectedness is exactly what they need to take their Christmas to the next level.
“Our solution: give Aussies per- mission to break free and go the full Christmas (without breaking their budget), because You Can’t Overcook Christmas.
“While most brands played it safe and tried to sell the same old syrupy, picture-perfect ideal, we introduced Australia to a new Christmas message: just go for it, consequences be damned. And
that meant we had to go big too. “We enlisted the help of Darude and overcooked his Sandstorm anthem. Added as much neon, lasers, sherry, and fire as legally possible, then blasted this across every screen
and airwave to set the mood. “From a hero brand film show- ing Aussies letting loose with a giant prawn finale, to bespoke retail edits with food products that piled on more party vibes. From over-the-top OOH to digital assets dialled up to 11, and a major TikTok campaign that got Aussies to show us how they were living our over- cooked Christmas message ... filled to the brim with the spirit of You
Can’t Overcook Christmas.”
You Can’t Overcook Christmas