Australian government launches campaign to bring attention to new tax laws

The Australian government has launched a television commercial ‘Earned here, taxed here’ to educate Australians on its new tax laws.

The two 30-second ads spruik the government’s efforts to close loopholes which allowed multinationals to avoid paying tax in Australia.

Created by BMF, the ads use Photoplay and feature small metal balls rolling through wooden slides which make the shape of Australia – similar to the Mouse Trap board game.

Steve McArdle, managing director at BMF, said in a statement: “It’s important that the Australian public have faith in our tax system. Our task was to communicate the steps the government is taking to protect its integrity. In doing so, we hope we’ve been able to bring simplicity and elegance to what could be considered a complex subject matter.”

Earned here, taxed here will run across online, print, radio, digital and television.


  • Executive Creative Director: Cam Blackley
  • Creative Director: Ant Hatton
  • Art Director: Jessica Roberts
  • Copywriter: Justin Butler
  • Print Designer: Catarina Duardo
  • Executive Planning Director: Christina Aventi
  • Head of Planning: Hugh Munro
  • Managing Director: Steve McArdle
  • Senior Account Director: Peitra Withaar
  • Senior Account Manager: Melanie Pisani
  • Agency Producers: Emma Friend and Fiona Gillies
  • Production Company: Photoplay
  • Director: Jonathan (Drop Bear) Chong
  • Producer: Emma Thompson
  • Executive Producer: Oliver Lawrance
  • Post Production: ALT VFX
  • Editors: Matt Bennett and Jay Hawkins
  • DoP: Simon Ozolins
  • Music and Sound Production: Rumble Studios
  • Production Director: Karen Liddle
  • Art Buyer: Basir Salleh
  • Photographer: Michael Corridore
  • Digital Producer: Laurence Pogue
  • Digital Designer: Marissa Karolyi

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.