BWS celebrates 21st birthday via M&C Saatchi Sydney, Carat & The Zoo Republic

BWS via M&C Saatchi and Carat has collaborated with Abbie Chatfield and Khanh Ong to celebrate its 21st birthday in an interactive, integrated campaign.

BWS marks its ‘coming of age’ with a birthday campaign in collaboration with Australian reality TV stars, Abbie Chatfield and Khanh Ong.

The integrated campaign, ‘Pay for Hooray’, encourages Aussies to give the bottle shop a shoutout on for the chance to win anywhere from $10 to $5,000.

“We know that most people don’t care about a bottle shop’s birthday, but at BWS we are all about celebrating with our customers and team members, which is why we want to have a bit of fun with ours,” BWS head of marketing Anna Webster said.

“For our birthday this year, we are asking our customers to complete a number of birthday tasks and we will reward them with cash so they can celebrate and have their own fun,” she added.

“They say money can’t buy love but $100 cash to make BWS a birthday cake, or $2,000 to get a choir of 21 of your mates to sing in public, will test that theory.” said Brendan Donnelly, creative director at M&C Saatchi Sydney.

The shout out tasks range from a simple birthday message, a song or dance dedication, to getting mates involved and pulling off a 21 people choir. The Pay-for-Hooray promotion also comes with a $21k cash give-away every week for 4 weeks that can be entered on the microsite.

Dentsu media agency, Carat, led strategy, planning and buying for the campaign. Channels include a screen strategy designed to reach younger Aussies at scale across the month-long campaign and include partners such as Vevo, Twitch, YouTube and BVOD and OOH placements.

Media will also reach people searching for opportunities to make a quick buck, coming to life through partnerships with major gig-economy platforms.

The Zoo Republic led the promotional strategy and execution, capturing birthday wishes via an engaging campaign microsite.

The campaign will also be the first time the refreshed BWS brand identity hits the market.



Anna Webster – Head of Marketing

An Le – Head of Brand Marketing

Jax Young – Senior Brand Manager

Charlotte El Baz – Brand Manager

Malina Yi – Brand Manager

Tessa Donnithorne – Marketing Co-ordinator

M&C Saatchi

Cam Blackley – CCO

Avish Gordhan – ECD

Brendan Donnely – Creative Director

Laura Brown – Senior Art Director

Tom Bradbeer – Senior Copywriter

Simone Cherry – Design Director, Craft

Matt Harrington – Craft designer

Vanessa Boueyres – Managing Partner

Helene Ioakimidis – Group Account Director

Katie Lockwood – Senior Account Manager

Saskia Meagher – Senior Account Manager

Rachael Fraser – Head of Planning

Amy Grant Senior – Strategist

Fransisco Phillips – Social Media manager

Alison Dunlop – Integrated Producer

James Jamias – Design Director

Ryan Donnelly – Integrated Designer

Ming Chang – Integrated Designer

Soraya Ouzaria – Motion Designer

Kai Faulkner – Motion Designer

William Gembitsky – Motion Designer

Richard Hughes – Senior Retoucher

Matthew Cox – Retoucher

Production Company – Mint Films

Director – Tom Spark

Producer – Nick Mutton


Bianca Falloon – Client Partner

Christian Fox – Client Partner

Zac Kelly – Strategy Director

Amanda Nguyen – Senior Account Manager

Megan Suriadji – Client Executive

Ellishia Maher – Client Executive

Isabelle Bryce -Client Associate

The Zoo Republic

Claire Bezuidenhout – Account Service Director

Emily Richardson – Senior Account Director

Patrick Kenny – Senior Account Manager

Dan McFarlane – Commercial Director, X Collective

Kiel Van Daal – Technical Director, Roilti

Steph Quinn – Client Services Director, Pilgrim

Rae Goode – Account Manager, Pilgrim

Sport & Entertainment, M&C Saatchi

Krystina Frassetto – Managing Director Sports & Entertainment Saynaree Oudomvilay – PR & Communications Senior Account Director

Florence Fahmy – PR & Social Account Executive


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