When your 60 year brand campaign falls in the year of a global pandemic, you can’t just pause the production right? Well, that thought did arise, but an eager agency – Bounce Creative – was up for the challenge of making it happen – setting out to tip the hard hat to a broad mix of workers across the country in a targeted multi channel campaign.
Voiced by Bisley ambassador and The Block host, Scott Cam, the montage piece depicts diversity in the workplace, and the range of ways that Bisley Workwear have been keeping workers safe in every job from mines and stadiums, to railway tunnels and roadworks. A tricky few days of filming in any regular shooting schedule, let alone throwing social distancing into the equation.
Says Joel Chapman, executive creative director, Bounce Creative: “We were determined to bring Bisley’s rich brand story to life in a truly channel agnostic execution that could live beyond just TV, so capturing a variety of workplaces in our 30 second spot was key. We were faced with new challenges and ways of working, but a well considered strategy and approach to execution set us up for success.”
Aside from managing a COVID safe schedule and production routine, Scotty was often locked in quarantine between Melbourne and his base in Sydney, which even saw him build a recording studio at home to get through the ever changing production regulations. The spot wouldn’t have been made possible without working with the audio team at Squeak E Clean Studios (F.K.A Nylon) to integrate high quality audio linking and video streaming capabilities, allowing agency, talent and our client to work remotely and seamlessly.
Produced by Sydney production company Optika, the campaign was one of the first TVC productions to operate under new Screen Australia guidelines put in place for protecting workers on set from the virus.
Carefully planned and crewed with a nimble team, the campaign was shot across two days and seven locations from Chippendale to Appin. With crew, agency and client all needing to be in close proximity to set, this often resulted in walkie talkies and video streams between sets and nearby cafes.
Says Kat Diprose, marketing manager, Bisley Workwear: “This campaign is a nod to not only the workers, but also our partner businesses in their varying fields. We’ve been able to depict the breadth of technology that our workwear covers; from insect protection, flame resistant and anti bacterial, to our core range of workwear, safetywear and protective wear(which couldn’t be more important in this environment). We’re proud to release our most integrated campaign to date, as we hit our milestone of 60 years and celebrate everyone from Tradies to CEOs across this omnichannel approach.”
The campaign is live across all channels, with the TVC launching August 31st.
Managing Director: David Gazal
Marketing Manager: Kat Diprose
Creative Agency: Bounce Creative
Executive Creative Director: Joel Chapman
Client Services Director: Michaela Lobb
Art Director: Jacob Lumsdaine
Media Director: Neil Warren
Media Performance Director: Adam Sullivan
Production company: Optika
Director: James Tyrrell
Producer: Nikki Hardy
DOP: Mike Roberts
Photographer: Brett Hemmings
Post Production: Optika
Post Producer: Belle Oliva
Colourist: Daniel Pardy @Vandal
Post Sound: Squeak E. Clean