Camping alternative to homeownership in BCF’s 2021 summer campaign
Outdoor retail company BCF (Boating, Camping and Fishing) has released its summer 2021 campaign via Accenture Interactive’s The Monkeys, building on the brand platform ‘BCFing Fun’.
Similar to last year where the summer campaign commented on a timely issue with international border closures, this year’s campaign presents camping and the outdoors as the alternative to homeownership as housing prices rise.
The 60-second spot begins with a house auction where a young couple gets beat by an older couple buying their third property. The auctioneer then launches into song, and shows how camping can give those who cannot get into the property market the same benefits as homeownership without the mortgage.
The Monkeys Melbourne chief creative officer and lead sales agent Ant Keogh said: “BCF is proud to offer Australians an incredible range of expansive properties in exceptional locations right across Australia.
“We expect to see swimming pools, natural lighting and million-dollar views at Australia’s most expensive homes. This campaign reminds us — that with just a tent — we can enjoy these same features without worrying about stamp duty, down payments or conveyancing.”
BCF head of marketing Danielle West added: “With Australia’s best prices on a great range of boating, camping and fishing gear, BCF offers all Aussies a holiday home, without a second mortgage.”
The campaign launched on RealEstate.com.au, broadcast television, and will also roll out across out-of-home (OOH), digital, social, in-store and owned channels.
The Monkeys chief strategy officer and sales agent Michael Derepas added: “BCFing Fun lets BCF inject a bit more fun into everything and reminds Aussies that they don’t need to take life too seriously when the great outdoors is literally right outside their front door.”
Credits:
Client: BCF
General Manager E-commerce and Marketing: Ben McConnell, Nathan Eaves
Head of Marketing: Danielle West
Marketing Campaign & Studio Manager: Bridget Buckley
Creative Agency: The Monkeys, part of Accenture Interactive
Chief Executive Officer: Paul McMillan
Chief Creative Officer: Ant Keogh
Chief Strategy Officer: Michael Derepas
Creative Directors: Hugh Gurney & Joe Sibley
Art Director: Ben Horewood
Copywriter: Michelle Canning
Head of Production: Romanca Mundrea
Head of Content Management: Jaimee Kerr
Content Director: Vicky Mockler
Content Manager: Ella Goldberg
Media Agency: OMD Brisbane
Production Company: FINCH
Director: The Bobbsey Twins
Director’s Assistant: Francesca Walker
Managing Director: Corey Esse
Executive Producer: Loren Bradley / Claire Thompson
Producer: Cath Anderson
DOP: James L Brown
Casting: Peta Einberg
Post Production: ARC
EP: Freya Maddock
Editor: Peter Sciberras
Online: Eugene Richards
Music: Electric Dreams Studio
Composed and Recorded by Tom Rouch
Producer: Leyla Varela
Sound Design: Squeak E. Clean Studios
Head of Sound: Paul Le Couteur
EP: Ceri Davies
Photography: Coco Productions
Photographer: Neil Bailey
Retoucher: Dave Mercer
Agency Producer: Emma King
