BWM unveils first work for Kmart

BWM has unleashed its first work for Kmart since the Melbourne office won the business in June. The ad centres on a stunt where a thousand mothers were invited to a store in Melbourne to guess the new low prices of Kmart’s stock.

This ad is to be supported with a series of other 30-second spots that show ‘just how good it feels to get something great, for so little.’

Kmart MD Guy Russo commented: “We have reduced the number of items, we have restructured our sourcing strategy, and we have stringent quality controls. This has allowed us to dramatically reduce prices and say goodbye to the yoyo sales campaigns that dominate the Australian marketplace.”

“This campaign has been a real challenge for the agency but one we’ve relished as we believe it will change the face of shopping as people reconsider what Kmart has to offer. It creates the true point of difference for Kmart, captured in a really compelling way,” a BWM spokesman explained.

Winning Kmart has meant that BWM did not have to let go more than eight staff following the loss of Telstra, its biggest client, in May.

The 30-second version of the spot:


Executive Creative Director: Rob Belgiovane
Creative Directors: Rocky Ranallo and Shaun Branagan
Creative Group Heads: Amy Hollier & Gus Johnston
Director: Henry Mason
Producer: Abby Hunt
Managing Director: Hugh Nairn
Group Account Director: Nicole Miranda
Kmart General Manager Marketing: Dion Workman
Kmart National Marketing Manager: Michelle O’Farrell
Kmart Integrated Marketing Manager: Anna White
Local Production: Exit Films
Production Company: Stink TV
Offline: The Butchery
Online: Tide
Music: Eclectic



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