BWS is getting ready for the 2017-8 holiday season with a new brand platform, Here’s to You, developed after an in-depth analysis of its stores, teams, customers, suppliers and partners.
The campaign, created by M&C Saatchi’s retail agency, 1440, and produced by Exit Films is one of the largest in BWS’ history. It was directed by Tom Campbell, who has recently returned from New York, where he worked on a repositioning campaign with Anomaly.
The campaign focuses on the everyday connections made while sharing a drink with friends and family and aims to cement BWS’ relationship with Australians as a locally relevant and convenient place to buy drinks across the country.
BWS Director, Guy Brent, commented, “Everyone on the BWS team has a shared passion for helping Australians facilitate more meaningful connections through casual, everyday socialising. We are determined to make buying drinks a special experience. This is achieved through inspiring choice through our different store formats and digital offering, along with our continued focus to tailor our range to local tastes, and putting customers first through authentic and personal service.”
The campaign is running on TV, OOH, digital, mobile, social and print. The TVC premiered on Sunday, 15 October and the Here’s To You platform will become a mainstay of the communications from the brand leading into summer and into 2018.
Howard Spreadbury, managing director, 1440, noted, “For BWS, Here’s To You is an important step in the evolution of the brand. We’ve had an amazingly collaborative approach with the BWS team and the work is stronger as a result. This campaign reflects a genuine shift in focus for BWS from product to people and the customer’s real-life experience with their brand.”
Brent, added, “To us, offering good value means that our customers will feel rewarded for choosing us. A better range is inspiring our customers with products they’ll love and the best experience is feeling like a local within any one of our stores thanks to our friendly and knowledgeable staff. All of this is what guides everything BWS does everyday and Here’s to You is an extension of our commitment to offering this to our customers all across the country.”
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Credits:
Creative: 1440 & M&C Saatchi
Creative Partner: Tom McFarlane
Creative Director: Lee Roberts
Senior Copywriter: Geoff Reid
Senior Art Director: Mike Miller
Zac Gold: Copywriter
Paul Slater: Art Director
Lead Designer: Simone Cherry
Senior Designer: Sionen Adijans
Designer: Jack Farrell
Finished Artist: Tom Roder
Strategy: 1440
Strategy Partner: Mervyn Tan
Retail Strategist: Jessica Smith
Social Creative Strategist: Charissa Tosio
Executive Producer, 1440: Jackie Archer
Senior Producer, 1440: Linda Varney
Production Coordinator, 1440: Dulce Aguilar
Account Management: 1440
Managing Director: Howard Spreadbury
Client Services Director: Paul Coles
Account Director: Michael Porter
Senior Account Manager: Cameron Green
Account Manager: Sam Hurwood
Production company: Exit Films
Director: Tom Campbell
Producer: Fiona Pakes
Post Production: The Editors & White Chocolate
Sound Design & Composition: Song Zu
Logo Animation: Resolution Design
Photographers: Barnaby Wilshier & Dick Sweeney
BWS
Managing Director: Guy Brent
Head of Merchandise & Marketing: Adam Fry
Head of Advertising: Adam Slattery
Head of Strategic Marketing Projects: Carly Bowra
PR – PPR
Director of Marketing Communication: Annike Morgan
Account Director: Chloe Turner
Media: Carat
Bianca Falloon: Client Lead
Charlotte Edwards: Business Director
Carolina Ferreira: Senior Ecosystem Planning Manager
Sally Cartmell: Ecosystem Planning Manager
