BMF launches first campaign for BWS
Endeavour Group’s BWS is backing Australians and their necessary, and perhaps quirky, pre-party routines in a new campaign from BMF.
The ‘Here For It’ platforms marks the first campaign BMF has released for the alcoholic drinks retailer, a project that comes roughly four months after the creative agency won Endeavour Group’s creative account in July 2024.
It uses a 30-second spot that follows a man getting ready for a party by moving through various rituals, such as blow drying his pants on the clothesline, walking on a treadmill and more. The man’s routine wraps up with trip to a BWS store where he purchases a four-pack drink and heads out.
The campaign’s goal is to support partygoers and their rituals with the knowledge that drinks from BWS are readily cold for consumers.
“We all know the lead up to a night out can be just as fun as the event itself,” head of marketing at BWS, An Le, said.
“At BWS, we’re the perfect wingmate for these moments of anticipation. Whether you’re picking up a six-pack for later or grabbing some bubbles on your way out, we make it easy so you can enjoy the best part of the night – getting ready!”
She reaffirmed the convenience BWS offers customers, saying: “With over 1,450 stores nationally and a large curated and chilled range of drinks, BWS convenience means there’s always time for your pre’s.”
BMF’s group creative director, David Roberts, spoke more on ‘Here For It’, describing it as a “celebration”.
“We’re stoked to start our partnership with the BWS team,” Roberts said.
“This campaign is a celebration of the pre-party ‘you’. The one that needs to doom-scroll on the toilet, dance in your undies and watch a documentary about dugongs before going out.
“Luckily, with a BWS on the way, you can observe all your sacred pre-party rituals and still rock up on time-ish.”
The campaign will launch across in-store, digital, out-of-home, TV, social and radio platforms.
Carat managed media buying and strategy for ‘Here For It’.
CREDITS:
Client: BWS
Creative Agency: BMF
Production Company: Exit Films, Photoplay
Director: Stefan Hunt, Exit Films
Media Agency: Carat Sydney
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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I actually love this ad. Really funny and leverages relatable & easy to understand human truth. Clearly some salty M&C people in the comments above, I mean, what was that whole “Boots” thing about??
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Why would you do a completely unbranded ad with no connection to the brand or previous work? Why would you have a dancing man in the shop to cue the best of Virgin Australia’s ads? Why would you change agencies for this?
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I actually love this ad. Really funny and leverages relatable & easy to understand human truth. Clearly some salty M&C people in the comments above, I mean, what was that whole “Boots” thing about??
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For the first 28 seconds I thought it was an ad for laxatives or a phone company, then an electricity provider or delivery service. Nope, it’s a bottle shop that has cold drinks. How convenient.
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