Every country has its own Christmas tradition. Australia has two. The first is that you welcome blow-ins and drop-ins, tag-alongs and plus-ones.

The second is backyard cricket. And for some, that’s a competition.

So BMF is telling an Australian Christmas fable for Aldi. About Doug. Who kept batting – and missing out on the Christmas feast (a tradition that Australia has only borrowed) – for 40 years.

The story is kinda true, BMF says. The competitiveness of backyard cricket certainly is. There’s always someone among the family and friends, blow-ins and drop-ins, tag-alongs and plus-ones, who has to win.

The rest came for the spread. Of course, Christmas stories tend to have happy endings, so eventually, the temptation of a Christmas feast proved too much for Doug, and he gave up his wicket to share in the festivities.

The More The Merrier campaign launched with a TV ad and will be followed by a series of retail TV ads that point out everything Aussies will need for entertaining, feasting, gifting and decorating. The campaign is also supported by digital display, outdoor, social, POS, eDMs, ALDI catalogues and an Aldi Christmas website.

Alex Derwin, creative director, BMF, commented, “It’s been a big year for Aldi. We’ve launched a new brand positioning, rolled out a new retail platform, and managed to squeeze in the implementation of a new global logo – alongside our regular campaign activity. Now, it’s time to tell a good old-fashioned Christmas story that’s celebrating an authentic Aussie legend.”

Steve McArdle, managing director, BMF, added, “We’ve celebrated the joys of the perfect Aussie Christmas for the last 5 years. We’ve stayed true to that, but moved it up a notch. Enter stage left an epic Christmas fable done in a perfect Aussie way that invites everyone to join in the festive feast of Merriment. We’re very proud and we hope it tickles your fancy.”

Credits: 

Agency: BMF
Executive Creative Director: Cam Blackey
Creative Director: Alex Derwin
Associate Creative Director: Rosita Rawnsley-Mason
Copywriters: Chris Berrent and Tom Johnson
Designer: Matthew Hughes
Executive Planning Director: Christina Aventi
Head of Planning: Hugh Munro
Planning Executive: Kellie Box
Managing Director: Stephen McArdle
Group Account Director: Toby Hussey
Account Director: Rose Flowers
Account Manager: James Arnold
Account Executive: India Gates
Senior Agency Producer: Emma Friend

Production Company: Goodoil

Director: Hamish Rothwell
Producer: Llew Griffiths
Executive Producer: Sam Long
DoP: Germain McMicking
Casting: Alison Meadows @ Mullinars
Art Director: Guy Treadgold
Post Production: Alt.VFX
Editor: Peter Sciberras @ Arc Edit
Music: Elliot @Turning Studios
Sound Design & Audio post: Tone Aston @ Rumble Studios
Art Buyer (Print): Basir Salleh
Photographer (Print): Gavin Johns

Client: Aldi
Marketing Director: Mark Richardson
Marketing Manager: Kylie Warnke
Marketing Assistant: Katherine Franulovich

Media Agency: Zenith