CLIENT: RANDOMHOUSE/THE FOOTPATH LIBRARY

Books are society's most basic tool to share literacy and culture. But many people across the world simply don't have access to them. And unfortunately, many books which are donated are in bad condition or are no longer relevant.

We created a new dust jacket designed to fit any book. Once a reader has finished the book they simply flip the dust jacket inside out turning the book into a pre-paid, pre-addressed parcel. When posted they are sent directly to The Footpath Library, a charity who provides the homeless with books.
 

AGENCY: BMF SYDNEY
EXECUTIVE CREATIVE DIRECTOR: Carlos Alija & Laura Sampedro
HEAD OF ART: Sian Binder
ART DIRECTOR: Simon Koay
COPY WRITER: Tim Smith
DESIGNER: Iva Madderom & Conor Bevan

• D&AD - In-book - Structural Design
• D&AD - In-book - Consumer Product Design
• Young Guns - Gold - Editorial & Book Design
• Award - Silver - Alternative media, individual
• Award - Silver - Individual and range of packaging
• Award - Bronze - Best use of media - Print
• Award - Bronze - New product development
• Spikes Asia - Gold - Design
• Create Design Awards - Finalist
• Cannes Lions - Finalist - Direct
• Cannes Lions - Finalist - Media
• LIA - Finalist - Design

CLIENT: MEAT AND LIVESTOCK AUSTRALIA

Until recent years Australian families regularly consumed Lamb roasts on Sunday. Taking several hours to do and traditionally cooked by mums, these meals have become less popular due to a lack of time. Easy Lamb Roast is a smaller cut of roast lamb that can be prepared by anyone in just 30 minutes. It's so easy it turns anyone into a mum.

The spot shows the head of a group of bikers, who unexpectedly cooks an Easy Lamb Roast for his friends and starts to act like a mum. We see him behave in a variety of maternal ways.

AGENCY: BMF SYDNEY
EXECUTIVE CREATIVE DIRECTOR: Carlos Alija & Laura Sampedro
ART DIRECTOR: Simon Koay
COPY WRITER: Tim Smith
PRODUCTION HOUSE: JUNGLE
DIRECTOR: SCOTT PICKETT

• Award - Finalist - Film - over 30"
• Mumbrella - #6 Screen ad of the year, 2013
• Encore ad of the month, May, 2013

CLIENT: MEAT AND LIVESTOCK AUSTRALIA

Meat and Livestock Australia wanted to increase beef sales and help Australian beef farmers get through the tough winter season. A season made even tougher by the fact that beef prices had increased while other meat prices declined.

Because Christmas, Australia Day and other national holidays are all celebrated in the middle of summer in the Southern Hemisphere we filled a gap and created a brand new national holiday in the middle of winter which encouraged Australians to reconcile and reheat cold relationships around hot meals of beef.

The campaign gained awareness with the video receiving over 250,000 views in just a few days and brought people together through a Facebook party planning app, POS and more.

AGENCY: BMF SYDNEY
EXECUTIVE CREATIVE DIRECTOR: Carlos Alija & Laura Sampedro
ART DIRECTOR: Simon Koay
COPYWRITER: Tim Smith
PRODUCTION HOUSE: CUTTING EDGE

• Caples - Bronze - Viral Video Marketing
• ADMA - Bronze - Product Manufacturing and Distribution
• ADMA - Finalist - Creative, Art Direction
• ADMA - Finalist - Creative, Integrated

CLIENT: ALDI

Off the back of a successful testimonial-led 'Swap and save' campaign in the UK, ALDI Australia briefed BMF to come up with a unique way to show just how much real families can save by switching to ALDI.

But boring testimonials just aren't ALDI here in Australia. So, we came up with a new idea - Switch, Save and Celebrate - by having a huge party which combines the favourite ALDI products and interests of three different families.

We found the families through Facebook and the ALDI catalogue. Then, we thre them each a party in their real home, with their real friends and family members as guests.

The spots each feature surprising giant hero products which were kept secret from the families until the day of the party.

AGENCY: BMF SYDNEY
EXECUTIVE CREATIVE DIRECTOR: Carlos Alija & Laura Sampedro
CREATIVE DIRECTOR: Alex Booker & Phil Sicklinger
ART DIRECTOR: Simon Koay
COPYWRITER: Tim Smith
PRODUCTION HOUSE: Robber's Dog
DIRECTOR: Luke Shanahan
PHOTOGRAPHER: Andrew Cowen
 

CLIENT: ALDI

We were tasked to launch ALDI Australia's new telecommunication product, ALDImobile in an already highly competitive and saturated Australian telco market.

The idea was simple: take what ALDI shoppers love about the supermarket - great prices on high quality products with very little fuss - and transfer it to the Telco market, which is notorius for expensive, complicated plans and hard to decipher call rates.

Campaign assets included television, POS, print, brochures and other collateral.

AGENCY: BMF SYDNEY
EXECUTIVE CREATIVE DIRECTOR: Carlos Alija & Laura Sampedro
ART DIRECTOR: Simon Koay
COPY WRITER: Tim Smith
PRODUCTION HOUSE: The Glue Society
DIRECTOR: James Dive
PHOTOGRAPHER: Brock Elbank

CLIENT: VIRGIN AUSTRALIA

Created for the launch of Virgin Australia's new flagship Business Class product ‘The Business’.  

GENCY: CLEMENGER BBDO SYDNEY
CREATIVE DIRECTOR: Paul Dunne
ART DIRECTOR: Simon Koay
COPYWRITER: Josh Aitken
PHOTOGRAPHER: Jamie MacFadyen (Louis&Co)
RETOUCHER: Paul Gawman
 

CLIENT: CENTRAL

We were asked to open the new "Central" shopping mall in downtown Sydney by using the vibrancy of the local area.

Designed to become the heart of a new community we called it "The Living Mall". Supported by outdoor posters, press, a website and mobile app, we asked locals to bring it to life by donating their heartbeats through an interactive kiosk.

After each donation, the mall came to life through a 15m digital wall which allowed them to touch, dance and share their energy. Then, each time the mall collected enough energy it was released back to shoppers in the form of music, entertainment and other experiences.

AGENCY: BMF SYDNEY
EXECUTIVE CREATIVE DIRECTOR: Carlos Alija & Laura Sampedro
HEAD OF ART: Sian Binder
ART DIRECTOR: Simon Koay
COPYWRITER: Tim Smith
 

CLIENT: WITHER HILLS

GENCY: BMF SYDNEY
EXECUTIVE CREATIVE DIRECTOR: Cam Blackley
ART DIRECTOR: Simon Koay
COPYWRITER: Tim Smith
DIRECTOR: Matt Sharp

 

CLIENT: COMMONWEALTH BANK

Commonwealth Bank asked us to utilise a new media placement in The Financial Review iPad app to target top executive clients – a tiny group with very little time for advertising.

So, we created an interactive gaming experience which tapped into their egos and everyday behavior, rewarding them with something money can't buy - fame and recognition among their peers.

Running for 6 months, results dramatically exceeded all expectations with a click-through rate of over three times the industry standard.

GENCY: BMF SYDNEY
ART DIRECTOR: Simon Koay
COPYWRITER: Tim Smith

• Caples - Finalist - Digital Content

CLIENT: WHITELION

Whitelion provides jobs to young people who have been in trouble with the law. We had to change the perceptions of employers who thought they couldn't be trusted and wouldn't employ them.

To do this we asked celebrities and prominent business people to confess mistakes from their pasts. Then we asked the working public to make their own confessions online.

These confessions became a powerful direct communication tool, showing business owners that their own employees had made mistakes too. Now they could see that there was no reason to be afraid of employing young people through Whitelion.

GENCY: BMF SYDNEY
EXECUTIVE CREATIVE DIRECTOR: Carlos Alija & Laura Sampedro
ART DIRECTOR: Simon Koay
COPYWRITER: Tim Smith
 

CLIENT: BPAY

Small business owners are passionate about what they do, but while they enjoy being their own bosses, chasing up unpaid bills is the least favourite part. We created two humorous print ads targeting the largest groups of potential BPAY customers showing business owners bearing the weight of their business whilst trying to chase a bill.

GENCY: BMF SYDNEY
ART DIRECTOR: Simon Koay
COPYWRITER: Tim Smith
PHOTOGRAPHER: Karen Fisher

CLIENT: AIR NEW ZEALAND
AGENCY: COLENSO BBDO

Air New Zealand was in the process of 'Changing the way you fly'. We created 'Changing the way you fly' to allow people to explore and experience the changes taking place within the airline.

The website changed with the time of day, when it was night in the real world it wass night in changing the way you fly. We created NZ and Australian versions and a visual experience to match.

We built this entire website and designed, art directed and created multiple sections.

• Axis Awards Gold: Website Design and Art Direction

CLIENT: FRUCOR
AGENCY: COLENSO BBDO

Mizone, one of NZ's biggest isotonic sports drinks, set out to prove that not everyone can be a great athlete, but that inside everyone, there are moments on greatness. 

We created an online application that put professional video editing tools in the hands of your everyday consumer. First you would upload a video of yourself doing something awesome. Then, using custom built online video editing tools you could cut your video, add music, slow it down, and even apply audio and visual special effects. Turning your moment into a moment of pure greatness. 

CLIENT: FONTERRA
AGENCY: COLENSO BBDO

It'd been quite a while since Fresh n' Fruity had a makeover, so when they released their new packaging we reinvented the website to reflect this fresh new look. 

The site focuses on the yoghurt's vibrant and delicious fruit content, and brings it to life through organic movement in the navigation. Along with their packaging they also released a new "Super fruits" range, and a new brand TVC that are integrated into the site. 

CLIENT: BURGER KING
AGENCY: COLENSO BBDO

Burger King's trademark burger the Whopper, was only the third best selling burger in Burger King New Zealand, and The King wasn't happy about this. 

We created a campaign around The King making his way from his mansion in Miami, all the way to New Zealand on a quest to make the Whopper number one. The teaser website, 'The King is coming' revealed footage every week of the King being spotted in other countries on his way here. In this second phase when the King arrives, the website is set in the King's hummerzine, where you can check out his latest mischief, read about the burgers, and follow his progress on his roadtrip across New Zealand. A 'Whoppermeter' was installed in his hummerzine which tracked the Whopper's progress to becoming the number one burger.