BWS sends King Arthur out on quest for drinks in latest campaign

Woolworths’ BWS has launched its latest campaign via M&C Saatchi.

The campaign launched last night during game one of State of Origin, as part of the alcohol retailer’s B.C. (Before Convenience) brand platform.

The 60-second spot sees the figure from English mythology, Arthur, struggle to get the sword out of the stone. Defeated, Arthur is sent on a quest to pick up drinks for the crowd, only to return to find another has been crowned king in his place. A BWS representative then informs Arthur that BWS delivers in an hour guaranteed, or the next delivery is free.

BWS head of marketing, Anna Webster, said: “We try hard to make BWS the most convenient place to buy drinks, which is why we are introducing a guarantee so customers can count on us for getting speedy delivery. If you’re not ordering your drinks through BWS, you may as well be living in the dark ages.”

The 15-second spot sees a queue of people, including a goat on the end, in the Middle Ages waiting to be served. A BWS representative ends the spot by stating that queueing: “is so ancient history”.

Sharon Edmonston, creative director at M&C Saatchi, said: “B.C. (Before Convenience) is a super simple creative platform that can transport us anywhere in history to dramatise how inconvenient life was before BWS conveniences. To kick it off in medieval times with Tony Rogers and the Guilty team was an absolute joy – and it shows on screen.”

The campaign is running across TV, social, digital, Facebook, YouTube, BVOD, out-of-home, radio, and owned channels.

BWS is a sponsor of the NRL, including the State of Origin and Final Series. The TV campaign will run until October in line with the NRL season.

The broadcast video on demand (BVOD) buys include the season release on SBS’ The Handmaids Tale, Seven’s Big Brother.

Last summer, BWS released the latest version of its ‘100 Days of Summer’ campaign.

Other recent campaigns by M&C Saatchi includes work for Steggles, Tourism Australia, and Domain.


BWS Marketing

Head of Marketing: Anna Webster
Head of Trade Marketing: Meg Clark
Senior Marketing Brand Manager: Jax Young
Brand Manager: Nicole Zahran

Creative: M&C Saatchi

Chief Creative Officer: Cam Blackley
ECD: Avish Gordhan
Creative Director: Sharon Edmondston
Copywriter: Rubini Gun
Art Director: Jackson Elliott
Craft Designer: Matt Harrington
Integrated Designer: Ryan Donnelly
Group Head: Vanessa Boueyres
Senior Account Director: Helene Ioakimidis
Senior Account Manager: Eliza Whyte
Account Manager: Tim Nguyen
Account Manager: Saskia Meagher
Senior Project Manager: Jemma Marriot
Senior Strategist: Vanessa Graham
Senior Strategist: Catherine Mellon
Strategist: Oliver Wilson
Head of TV: Loren August
Senior Producer: Colin Tuohy
Senior Print Producer: Greg Hyslop
Production House: Guilty Content

Director: Tony Rogers
Producer: Jason Byrne
Line Producer: Victoria Schaw
DOP: Aaron Farrugia
Costume: Steph Hooke
Stills Photographer: Chris Tovo
Editors: Tim Parrington & Jamie Scott
Casting: Daniella Friedman Chameleon casting
Sound: Song Zu & Charmed Im Sure

Media: Carat
Client Partner: Bianca Falloon
Client and Comms Planning Director: Christian Fox
Strategy Director: Jack Rothery
Strategy Manager: Zac Kelly
Client Manager: Amanda Nguyen
Senior Client Executive: Suresh Gurung
Client Executive: Jemma Cairns


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