It has been two years of little fun and so much alone time so BWS and M&C Saatchi are determined to make up for it this silly season. The Big Wonderful Summer campaign plays with the BWS initials, in celebration of the little moments which make an Aussie summer memorable.

The campaign is made up of a series of fun, alternative acronyms for BWS – Boldly Worn Smugglers, BBQ Without Salad, Badass with Sandals – as well as Christmas with – Badly Wrapped Stuff and Beats Wrapping Socks to further emphasise why BWS and summer go together like a cold beer and a BBQ.

M&C Saatchi partnered with production company, Entropico, and director, Natasha Foster, to create a collection of films and stills that embody the vibe of a cheeky Aussie summer.

The Big Wonderful Summer campaign will run for two months, highlighting the various ways in which BWS is the brightest and most convenient way to get drinks this summer.

“From boldly worn smugglers, bloody wanker seagulls and beers with snags, this campaign not only has some fun with BWS but makes BWS a part of any occasion this summer. We’re looking forward to opening it up for user generated content to put its own spin on a BWS summer,” stated Brendan Donnelly, creative director at M&C Saatchi Sydney.

Dentsu’s media agency Carat managed media strategy, planning and buying for the campaign social, online video, OOH and in-store.

“This is our testament to the perfect summer – nothing short of getting Aussies back to the beach, park or backyard with a cold drink in their hand.  It’s these iconic summer moments that make for a relatable and fun campaign,” stated Vanessa Rowed, head of marketing at BWS.

Credits

Client: BWS
Head of Marketing: Vanessa Rowed 
Head of Marketing – Trade: Meg Clark 
Senior Brand Manager – Trade: Sarah Chegwidden 
Assistant Brand Manager – Trade: Shireen Yousif 

Agency: M&C Saatchi
Chief Creative Officer: Cam Blackley 
Executive Creative Director: Avish Gordhan 
Creative Directors: Brendan Donnelly & Dave Govier 
Senior Art Director: Felix Ettelson 
Senior Copywriter: Georgie Waters 

Managing Partner: Vanessa Boueyres 
Group Account Director: Helene Ioakimidis 
Senior Account Manager: Saskia Meagher 
Senior Project Manager: Jemma Marriott 
Head of Strategy: Rachael Fraser 
Head of Content: Emma Parsons 
Senior Strategist: Amy Grant  

Senior TV Producer: Sarah Cowen 
Senior Integrated Producer: Alison Dunlop 
Producer: Sam Blazevic 
Design Director: James Jamias  
Animator: Alex Ardino 
Designer: Warren Fox  
Animator: Bojan Bojic
Integrated Designer: Ryan Donnely