Millions of Aussies have BCF’s BCF-ing Fun song in their head. And now millions more will. It’s on Spotify – as a two-minute track.

The new campaign by Thinkerbell also doubles down on what the brand has always stood for… fun. BCF already had a strong, established brand world, so defining BCFing Fun meant digging a little deeper, understanding that beauty is in the eye of the rod holder. What’s fun to one person may not be fun to the next. BCFing Fun reminds Aussies that whether you’re bogged up to the axles or on your eighth day in the swag without a shower, the great outdoors is whatever you make it, and it’s always better when it’s fun.

The campaign gets more real than it ever has while keeping the irreverence BCF is famous for. Every frame of the campaign was crafted with outdoors accuracy, from real tents and real setups, to real mozzies and real bush wees. And in a true-blue dose of Aussie authenticity, the famous BCF jingle has been recorded by none other than outback legend Lee Kernaghan… as an echidna.

BCFing Fun is now a full-force brand platform that now runs through every part of BCF – TV, digital, social, out of home, radio, in-store, retail and on-hold music, in-store signage, products…and that song in your playlist.

Monique Holmes, general manager of marketing at BCF, stated, “We wanted a unified platform that captured the spirit of the brand and the people who love it. BCFing Fun does exactly that. It’s cheeky, it’s honest, and most importantly, it’s true to why our customers are so passionate about getting out there.”

Zander Williment, head creative tinker at Thinkerbell Sydney, added, “Fun has fuelled every part of this process, from onboarding to bush wees to belting out the tune with Lee Kernaghan. BCF is a brand that takes not taking itself too seriously, very seriously. We’ve had a BCF’ing-hoot bringing our measured magic to this iconic brand.”

Credits
Creative Agency: Thinkerbell Sydney
Client: BCF
General Manager eCommerce & Marketing: Monique Holmes,
Head of Marketing Bridget Buckley, Campaigns and Studio Manager: Luke Feddema,
Content, Social Media & Partnerships Manager: Andrew McGrath

Media: OMD & Incubeta 
Production Company: Good Oil 
Director: Adam Stevens
Photographer: Lula Cucchiara
Sound: Sonar