Agency: BMF Sydney
Executive Creative Director: Cam Blackley
Creative leads: Dantie Van der Merwe and David Fraser
Senior Strategic Planner: Emily Field
Managing Director: Stephen McArdle
Group Account Director: Kura Tyerman
Senior Account Manager: Lauren Barnes
Digital Content Strategist: Jacinda Fermanis
Agency Producer: Tamara Kennon
Director: Psyop
Production Company: Revolver / Will O’Rourke
Post Production: Psyop
Editor: Psyop
Producer: Shannon Alexander and Alena McDougal
Music & Sound Production: Rumble Studios
Media Agency: Carat
Client Credits: Golden
Marketing and Innovations Director: Graeme Cutler
Head of Brands and Communications: Justine Cotter
Marketing Manager: Barry Clare
Marketing Manager: Jodie Dabelic
Brand Manager: Paolo Castello
Synopsis:
Unleash THE golden crumpet via bmf
George Weston Foods (GWF) has kicked off a new campaign for its breakfast iconic brand Golden
to further leverage Aussie's love for its gloriously spongy, holey crumpets.
In order to drive frequency of purchase for crumpets, BMF introduces a story about one Crumpet that dreamed of more. More than just butter, jam, and honey; despite its family being so set in its old ways.
Says Marketing and Innovation Director, Graeme Cutler: "Increasing purchase frequency of Golden crumpets represents a serious growth opportunity, and will be brought to life through this not so serious, but joyous and highly engaging campaign. ”
Says Cam Blackley, ECD at BMF: “We just hope people can accept that in 2017 a Crumpet should be free to wear what it likes."
BMF worked with Revolver/Will O’Rourke and Psyop in order to create a mini animated crumpet world. Each character was modelled from a real Golden Crumpet using stop frame animation.
The multi-channel campaign includes TVC, Digital, Social and a Facebook App launching in the second campaign burst in September.