BMF creates ‘iconic Aussie character’ for new Afterpay brand campaign

BMF has launched its first creative work for global finance and payments platform Afterpay, enlisting a troll as its spokesperson.

The new project-based brand campaign, ‘Afterpay Where You Wouldn’t Believe’ sees the troll explain all the places customers can use Afterpay, including with the in-store Afterpay Card.

It aims to showcase the easy nature of Afterpay and build awareness of where you can use it – including at the optometrist, dentist and hardware stores, among other things.

Andrew Balint, vice president of marketing ANZ at Afterpay, said: “Afterpay is a global category founder and leader. We were born of the notion that there must be a fairer and better way to pay. This is why millions of Aussies continue to trust and choose Afterpay at checkout.

“The launch of ‘Afterpay where you wouldn’t believe’, builds on our market-leading position in the buy now pay later category and brings to life all the varied, amazing, and sometimes even surprising places you can Afterpay, in a fresh, bold and uplifting way,” he said.

BMF’s associate creative director, Harry Stanford, added: “We know Aussies love the feeling of financial freedom, whether it’s being able to pay for a necessary dental treatment without missing out, or being able to buy tickets to Harry Styles.

“Afterpay has always been a bold and distinct brand, which is why we created an iconically unique Aussie character to spread the word,” Stanford concluded.

The spot will run across TV, social, digital, audio and OOH media.


Client: Afterpay

Vice president marketing ANZ: Andrew Balint

Director of brand ANZ: Joel Moran

Senior brand manager ANZ: Mikaela Wagner

ANZ campaign manager: Fabian Claveria

Creative agency: BMF

Chief creative officer: Alex Derwin

Executive creative director: Tara McKenty

Associate creative directors: Josie Fox & Harry Stanford

Art director: Bob Broadfoot

Copywriter: Joe Mallett

Head of art & design: Lincoln Grice

Chief strategy officer: Christina Aventi

Planning director: Suzanne Dutton

Chief executive officer: Stephen McArdle

General manager: Aisling Colley

Senior account director: Rebekah O’Grady

Account executive: Kristen Henry

Head of TV: Jenny Lee-Archer

Integrated producer: Honae MacNeill

Retouching: Electric Art

Production director: Karen Liddle

Design director: Iva Madderom

Finished artist: Cat Durando

Retouching: Rebecca Xu

Creative services director: Clare Yardley

Production company: Goodoil

Executive producer: Sam Long

Director: Vedran Rupic

Producer: Chana McLallen

Post production: The Editors

Editor: Mark Burnett

Music & sound design: Rumble

DOP: Sam Chiplin

Photographer: Mat Baker / Louis & Co.


Head of content creative: Nico Engelbrecht

Content producers: Holly Whiteley & Yolande Francis

Animator: Jeni Rohwer

Online editor: Max Lu

Media agency: Initiative


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