Tax avoidance by multinational companies has been a contentious issue for everyday Australians.
So now that Australian Government has introduced new laws and measures in place to help address the issue. Laws and measures that have the potential to recover $3.9bn. Following its own integrity issues, the Government needs to let people know what it has put in place and reassure Australians that all businesses can compete on a level playing field.
BMF has created that campaign, Earned Here, Taxed Here. To make the information easy to assimilate, BMF used a “pinball maze”, in which the ball represented taxable money and the maze showed how that money was collected and distributed within Australia only.
Steve McArdle, managing director, BMF, commented, “It’s important that the Australian public have faith in our tax system. Our task was to communicate the steps the government is taking to protect its integrity. In doing so, we hope we’ve been able to bring simplicity and elegance to what could be considered a complex subject matter.”
BMF worked with Photoplay to bring the set to life, ensuring it was mechanically and aesthetically interesting. Illustrations, 3D CAD blueprints and physics-based visualisation software were used to develop a rough edit before building began. The model was then created with raw and painted wood, metal embellishments, perspex and 3D printed resin.
There are two ads in the campaign. One focuses on the new laws themselves, the other addresses tax evasion by diverting profits.
The campaign is running nationally and includes TV, online videos, print, radio and digital.
Credits:
Agency: BMF
Executive Creative Director: Cam Blackley
Creative Director: Ant Hatton
Art Director: Jessica Roberts
Copywriter: Justin Butler
Print Designer: Catarina Duardo
Executive Planning Director: Christina Aventi
Head of Planning: Hugh Munro
Managing Director: Steve McArdle
Senior Account Director: Peitra Withaar
Senior Account Manager: Melanie Pisani
Agency Producers: Emma Friend and Fiona Gillies
Production Company: Photoplay
Director: Jonathan (Drop Bear) Chong
Producer: Emma Thompson
Executive Producer: Oliver Lawrance
Post Production: ALT VFX
Editors: Matt Bennett and Jay Hawkins
DoP: Simon Ozolins
Music and Sound Production: Rumble Studios
Production Director: Karen Liddle
Art Buyer: Basir Salleh
Photographer: Michael Corridore
Digital Producer: Laurence Pogue
Digital Designer: Marissa Karolyi
