BCF taps Lee Kernaghan (as an echidna) in new ‘BCFing Fun’ campaign via Thinkerbell, Sydney

Australian outdoor retailer BCF has launched its latest ‘BCFing Fun’ brand campaign via Thinkerbell Sydney, extending one of Australia’s most recognisable modern jingles and doubling 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 new campaign brings a more grounded, authentic tone to the brand 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 more than a tagline. It’s a brand platform that now runs through every part of the BCF experience from films to catalogues, outdoor, retail and on-hold music,  in-store signage, products and more.

Says Monique Holmes, General Manager of Marketing at BCF: “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.”

PLAY THE FULL 2MIN TRACK ON SPOTIFY

Says Zander Williment, Head Creative Tinker at Thinkerbell Sydney: “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.”

The campaign launches nationally this week across TV, digital, social, out of home, radio, in-store and even a Non-Lee Kernaghan sung Original Soundtrack to be streamed where you get favourite tunes.

Creative agency: Thinkerbell Sydney
Client: BCF
Monique Holmes, General Manager eCommerce & Marketing
Luke Feddema, Head of Marketing
Bridget Buckley, Campaigns and Studio Manager
Andrew McGrath, Content, Social Media & Partnerships Manager
Media: OMD, Incubeta
Production: Good Oil
Director: Adam Stevens
Photographer: Lula Cucchiara
Sound: Sonar

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