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.
Credits:
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.
Bantam
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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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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