New BCF campaign focuses on blokes that love the great outdoors

Boating, Camping, Fishing (BCF) will launch its new BCF brand platform over the grand finals weekend with a TVC that aims to emphasise the appeal of camping and recreation in the great outdoors.

bcf-flying-v-still-frame-hrThe ad, by Clemenger BBDO Melbourne and Brisbane, begins in an office boardroom, where a manager asks one of the men to make sense of the figures on the spreadsheet. The man replies in song, rising from his chair with two others singing ‘Boatin’ Campin’ Fishin’ – it’s BCFing fun!, while the vision captures the fun of boating, camping and fishing with an emphasis of getting away from the city on the weekend.

Ant Keogh, Clemenger BBDO Melbourne chief creative officer, said: “We took the challenge of being shamelessly retail and created a musical that happens to repeat the brand name over 10 times in 30 seconds.”

The TVC ends with a call-to-action to ‘Be a BCFing expert’, which aims to help audiences experience the full diversity and variety of their own outdoor experiences.

Nick Kelly, director at The Sweet Shop, said: “What grabbed me when I first heard the BCF song was the simple honesty of it. There was no trickery, just this infectious sense of joy. Creating the ragtag bunch of characters to tell the story was a lot of fun.”

The new branding will be pushed out in store and online from December onward and throughout the summer and Christmas retail season.


  • Client: BCF – Boating Camping Fishing
  • Anthony Heraghty, Managing Director Leisure Retailing, Super Retail Group
  • Ben McConnell, Marketing Manager BCF, Super Retail Group
  • Creative Agency: Clemenger BBDO Brisbane/Melbourne
  • Creative Chairman: James McGrath, Clemenger BBDO Melbourne
  • Chief Creative Officer: Ant Keogh, Clemenger BBDO Melbourne
  • Creative Directors: Cristian Staal, Marianne Harvey, Clemenger BBDO Brisbane
  • Copywriters: Ant Keogh, Clemenger BBDO Melbourne; Marianne Harvey and Christie Meehan, Clemenger
    BBDO Brisbane
  • Art Directors: Cristian Staal, Clemenger BBDO Brisbane; Russel Fox, Clemenger BBDO Melbourne
  • Senior Producers: Karolina Bozajkovska and Lisa Moro, Clemenger BBDO Melbourne
  • Planning Director: Michael Derepas, Clemenger BBDO Melbourne
  • Communications Director: Bryn Griffiths, Clemenger BBDO Brisbane
  • Senior Account Director: Allison Witherspoon, Clemenger BBDO Brisbane

Production Company: The Sweet Shop

  • Director: Nick Kelly
  • Production Producer: Allison Lockwood
  • DoP: Martyn Williams
  • Production Designer: Jon Dowding
  • Editor: Stuart Morley, The Editors
  • Colourist: Edel Rafferty, Method Studios
  • Online Artist: Jamie Scott
  • Songwriter: Ant Keogh
  • Music Production: Electric Dreams Studios
  • Sound Designer: Paul Le Couteur, Flagstaff Studios

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