BWS plays with its own initialism in Christmas ad via M&C Saatchi
Woolworths’ BWS has released its Christmas campaign titled ‘Big Wonderful Summer’ via M&C Saatchi Sydney.
The campaign plays on different initialisms that BWS can stand for, for example: Boldly Worn Smugglers, Beats Wrapping Socks and BBQ Without Salad.
In one of the 15-second spots for the campaign, a man is Badly Wrapping Stuff when both him and his dog spot an ad for BWS on the TV. The spot ends with the line “Last minute gifts”.
M&C Saatchi Sydney creative director Brendan Donnelly said: “From boldly worn smugglers, bloody wanker seagulls and beers with snags, this campaign not only has some fun with BWS but makes BWS a part of any occasion this summer. We’re looking forward to opening it up for UGC to put their own spin on a BWS summer.”
BWS head of marketing Vanessa Rowed added: “This is our testament to the perfect summer – nothing short of getting Aussies back to the beach, park or backyard with a cold drink in their hand. It’s these iconic Summer moments that makes for a relatable and fun campaign.”
The campaign will be on social, online video, out-of-home and in-store.
One of the campaign’s OOH assets
M&C Saatchi’s previous campaigns for BWS include its ‘Before Convenience‘ campaign and its ‘Can’t Wait Mate‘ social campaign for the end of lockdown.
Credits:
BWS: Vanessa Rowed – Head of Marketing
Meg Clark – Head of Marketing – Trade
Sarah Chegwidden – Senior Brand Manager – Trade
Shireen Yousif – Assistant Brand Manager – Trade
M&C Saatchi
Cam Blackley – CCO
Avish Gordhan – ECD
Brendan Donnelly – Creative Director
Dave Govier – Creative Director
Felix Ettelson – Senior Art Director
Georgie Waters – Senior Copywriter
Vanessa Boueyres – Managing Partner
Helene Ioakimidis – Group Account Director
Saskia Meagher – Senior Account Manager
Jemma Marriott – Senior Project Manager
Rachael Fraser – Head of Strategy
Emma Parsons – Head of Content
Amy Grant – Senior Strategist
Sarah Cowen – Senior TV Producer
Alison Dunlop – Senior Integrated Producer
Sam Blazevic – Producer
James Jamias – Design Director Alex Ardino – Animator
Warren Fox – Designer Bojan Bojic – Animator Ryan Donnely – Integrated Designer
Production Co: Entropico
EP: Tim Burnett
Director: Natasha Foster
Producer: Emily Green
DOP: Tom Black, Tony Luuill Versace
Photography
Production Manager: Sophia DeVries
Photographer: Cole Bennetts
Digi OP: James Evans
Photo Assist: Jared Liebowitz
Lighting Assist: Alex McDonald
POST PRODUCTION
Post Producer: Gus Kennelly
Post Production Supervisor: Andrea Chen
Editor: Andrea Chen, Ivan Lentell, Jodie Williams
Motion Design: Oliver Eather, Zane Flynn
Colourist: Julien Chichignoud
Score, Composition & Sound Mix: Rowan Dix
Sound Design: Bonnie Knight
Media: Carat
