Influencers spruik BWS’ 100 Days of Summer campaign

BWS has started its ‘100 Days of Summer’ campaign, kicking off on November 1 with a list of Australian influencers celebrating the “official start” to the season.

Influencers and reality TV personalities, including The Bachelor’s Elly Miles, and Married at First Sight’s Ryan Gallagher, posted on social media in the final days of October, with the intention of fooling followers into thinking they were mistaken about the months and seasons. It was later revealed in BWS’ promotions in-store that they were actually spruiking the start of the campaign.

In its fifth year, the ‘100 Days of Summer’ campaign has brought in M&C Saatchi to provide creative direction for its in-store advertising. The agency also collaborated with BWS and Sydney-based comms agency, The Zoo Republic, to create its mobile app, tAPP, which incorporates gamification technology that enables people to crack open a cooler and receive a daily deal.

BWS is offering $30m in prizes and experiences throughout the campaign.

BWS engaged M&C Saatchi to lead the creative direction of the campaign

Sharon Edmondston, creative director at M&C Saatchi, said: “This campaign gets more audacious year on year and 2019 is the biggest, boldest and brightest ever. The launch of BWS on tAPP has opened up the opportunity to truly integrate this year’s campaign through the line so Aussies will be enjoying that unmistakably summer feeling in stores, on the streets and in the palm of their hands (even though it’s not technically summer yet).”

PR agency, Frank, facilitated the partnership with Budgie Smuggler, that provided BWS-branded swimsuits to the influencers who launched the campaign. Frank was appointed as BWS’ public relations agency back in July.

Vanessa Rowed, head of marketing at BWS, commented: “BWS goes to great lengths to source products and deals Aussies will love, if that means moving the seasons, then so be it. We’re committed to making this the most convenient summer ever and 100 Days of Summer does exactly that – both in and out of store.”

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First day of summer this Friday! Cannot wait for a summer of beers, budgies, my dam and about a 1000 snakes

A post shared by Ryan Gallagher (@ryangallaghergram) on

Earlier this year,  BWS partnered with Dry July, changing the words within of its titular acronym to ‘Because We’re Sober’, in order to raise money for people affected by cancer.


Vanessa Rowed – Head of Marketing
Ken Russell – Head of Marketing: Customer Experience, Brand & Convenience
Travis Tompsett – Senior Brand Manager
Alisha Thornley – Brand Manager
Malina Yi – Brand Manager
Rachel Woodbury – Marketing Coordinator

M&C Saatchi Creatives
Cam Blackley – Chief Creative Officer
Avish Gordhan – Executive Creative Director
Mandie van der Merwe – Executive Creative Director
Sharon Edmondston – Creative Director
Tom Bradbeer – Copywriter
Laura Brown – Art Director

M&C Saatchi Strategy
Cat Mellon – Group Strategy Director

M&C Saatchi Account Management
Vanessa Boueyres – Group Head
Monika Holtsbaum – Senior Account Director
Krystina Batt – Account Manager
Vanessa Millemaggi – Project Director

M&C Saatchi Design and Production:
Vi Trinh – Designer
James Jamias – Design Director
James Nielsen – Senior Designer
Lynton Peddie – Craft Designer
Dave Kirk – Senior Designer
Richard Hughes – Senior Retoucher
Jean Pierre Le Roux – Illustrator represented by Jacky Winter Group
Nancy Kellendonk – Producer
Angela Byrnes – Senior Integrated Producer

Woolworths@DAN – Media
Bianca Falloon – Group Business Director
Christian Bendelack – Client Director
Danni Wright – National Head of Strategy
Jack Rothery – Strategy Manager
Zac Kelly – Ecosystem Planning Manager
Amanda Nguyen – Account Executive
Maria Kosteska – Account Executive
Jemma Cairns – Account Coordinator

Frank – PR
Laura Jones – Managing Director
Jodie Susskind – Account Director
Lucy Clark – Account Manager
Bella Chan – Junior Account Executive


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