BCF encourages Aussies to have some fun outdoors in first campaign from 72andSunny
Founded on BCF’s belief that life is better lived outdoors, the outdoor retailer’s evolution of its brand platform is intended to encourage Australians to get out there and have fun, no matter whether you’re an outdoor novice or explorer. The new campaign created by 72andSunny is the first piece of work after being appointed as its new creative agency in September this year.
The evolution of the ‘BCFing Fun!’ platform taps into the insight that BCF, a leading outdoors retailer, has all the expertise and gear to help Australians get the most of the great outdoors and enjoy ‘That BCFing Feelin’!’.
Says Nick Boyden, general manager, eCommerce and marketing: “It’s been an enormously fun and collaborative process evolving the BCF brand with the 72andSunny team. This isn’t just a campaign, but rather a movement that our whole organisation is excited to get behind. We’re looking forward to inspiring outdoor legends all over Australia to go and get out there and enjoy ‘That BCFing Feelin’!’”
Says Andy Flemming, creative lead, 72andSunny: “Working with BCF has been a pleasure. They just get it. And with a simple, whole company idea that pays homage to where they’ve been, we’ve got exciting times coming. (They’re also a good laugh too, which makes the whole thing even better.)”
Spearheaded by a new design system and advertising campaign, the evolution of the brand platform will flow through all touch points across BCF including the in-store experience, internally such as employee engagement, CSR initiatives, sponsorship activation through to social, retail and brand advertising.
Says Boyden: “This is the next stage in our BCF journey and there’s plenty more to come.”
Client: BCF
Creative agency: 72andSunny
Media: OMD
Director: Josh Logue
Photography: Billy Plummer
Production Company: Taxi Films
Audio Production: SQUEAK .E CLEAN Studios
Post Production House: The Goodman Brothers
33 Comments
ooof.
https://www.youtube.com/watch?v=iSMxSNZSoPQ
https://www.youtube.com/watch?v=xNvsRxdcSBQ
https://www.youtube.com/watch?v=lxdF1f7__rk
And a direct copy of the character from
https://www.youtube.com/watch?v=9vNB0m-94IY
Foolish
Doesn’t have the charm of the old Monkeys work
I agree ‘short changed.’
Story the same
Scenarios the same
But not the same sharpness in lyrics, spoken word
Not BCF’n fun like it should be.
This made me hate camping…
greatest mistake in ad land 2023.
People loved the songs.
Clemenger created the original and the best.
footage isn’t fitting the frame
Amateur hour
Ho-hum…
The accidents one is by far the best…
credit where its due
BCFing fun = “f*cking fun”
Yes, get it.
That BCFing feelin’ = That f*cking feelin’
????????
The F’ing pneumonic doesn’t work.
Beautiful shots Billy.
Agree.
Ant’s BCF stuff was some of my favourite work every year. Why leave?
Maybe they wanted to deal with an independent ad agency instead of one owed by global accountants.
We know who you are too is seems. You must be from an agency.
Is people spending hours untangling tent poles and getting caught in tent mosquito nets.
Don’t know what this ad is going on about.
They don’t get the category or how loved the song was. Loads of brand equity thrown away
“You are dumb bud. We know who you are too is seems. You must be from an agency.”
72 is owned by MDC! An investment group.
They left Monkeys for a reason
Lazy writing.
So far this year I can count Telstra, MLA, BCF… really feel for the guys, they work them hard there.
Been a bad couple of years…
I’ll give you the benefit of the doubt on that one.
It’s ‘mnemonic’ not ‘pneumonic’.
Either your congested chest is getting in the way of your spelling or phonetics is your thing.
Either way, check twice, type once.
Leaving Ant for 72 is like leaving Liz Hurley for Devine Brown.
Looks like they shot the first half on an iphone then the grade shifts at the back of the spot and its like that was shot on a real camera because its sharp. Props are too minimal. Talent and wardrobe lame. Even the framing feels cheap.
“Get that RSPCA pet insurance feeling today!”
“Get that E&S feeling today.”
“Get that Telstra new phone feeling .”
Can we just stop already. This is downright embarrassing.
I said it first. Everyone else copied me.
Feels like the client wanted to make the characters more of a ‘hero’ in each situation, but it comes off as very flat and boring compared to the past work.