BWS celebrates 21st birthday in new campaign via M&C Saatchi Sydney, Carat and The Zoo Republic

BWS via M&C Saatchi and Carat have invited Abbie Chatfield, Khanh Ong and Australia to celebrate their 21st birthday its latest campaign.

As the cheeky younger cousin to more serious bottle shops in the category, BWS has always had a challenger spirit. So as it turns 21, BWS is marking its coming of age with an unconventional and refreshingly self-aware take on a birthday campaign.

BWS knows that people don’t care about a brand’s birthday, unless there’s something in it for them. So for their 21st, they’re tackling this head on by unashamedly paying customers to celebrate in an integrated campaign, Pay for Hooray, featuring Abbie Chatfield and Khanh Ong.

Says Anna Webster, head of marketing, BWS: “We know that most people don’t care about a bottleshop’s birthday, but at BWS we are all about celebrating with our customers and team members, which is why we want to have a bit of fun with ours. For our birthday this year, we are asking our customers to complete a number of birthday tasks and we will reward them with cash so they can celebrate and have their own fun.”

Says Brendan Donnelly, creative director at M&C Saatchi Sydney: “They say money can’t buy love but $100 cash to make BWS a birthday cake, or $2,000 to get a choir of 21 of your mates to sing in public, will test that theory.”

By giving BWS a birthday shout out on www.bwsbirthday.com.au, customers can win up to anywhere from $10 to $5,000. The shout out tasks range from a simple birthday message, a song or dance dedication, to getting your mates involved and pulling off a 21 people choir. The Pay-for-Hooray promotion also comes with a mega $21k cash give-away every week for 4 weeks that you can enter on the microsite.

Dentsu media agency, Carat led strategy, planning and buying for the campaign. Channels include a screen strategy designed to reach younger Aussies at scale across the month-long campaign and include partners such as Vevo, Twitch, YouTube and BVOD and high reaching OOH placements. Media will also reach people searching for opportunities to make a quick buck, coming to life through partnerships with major gig-economy platforms.

The Zoo Republic led the promotional strategy and execution, capturing birthday wishes via an engaging campaign microsite.

The campaign will also be the first time the refreshed BWS brand identity hits the market.

BWS
Anna Webster – Head of Marketing
An Le – Head of Brand Marketing
Jax Young – Senior Brand Manager
Charlotte El Baz – Brand Manager
Malina Yi – Brand Manager
Tessa Donnithorne – Marketing Co-ordinator

M&C Saatchi
Cam Blackley – CCO
Avish Gordhan – ECD
Brendan Donnely – Creative Director
Laura Brown – Senior Art Director
Tom Bradbeer – Senior Copywriter
Simone Cherry – Design Director, Craft
Matt Harrington – Craft designer

Vanessa Boueyres – Managing Partner
Helene Ioakimidis – Group Account Director
Katie Lockwood – Senior Account Manager
Saskia Meagher – Senior Account Manager

Rachael Fraser – Head of Planning
Amy Grant Senior – Strategist
Fransisco Phillips – Social Media manager

Alison Dunlop – Integrated Producer
James Jamias – Design Director
Ryan Donnelly – Integrated Designer
Ming Chang – Integrated Designer
Soraya Ouzaria – Motion Designer
Kai Faulkner – Motion Designer
William Gembitsky – Motion Designer
Richard Hughes – Senior Retoucher
Matthew Cox – Retoucher

Production Company – Mint Films
Director – Tom Spark
Producer – Nick Mutton

Carat
Bianca Falloon – Client Partner
Christian Fox – Client Partner
Zac Kelly – Strategy Director
Amanda Nguyen – Senior Account Manager
Megan Suriadji – Client Executive
Ellishia Maher – Client Executive
Isabelle Bryce -Client Associate

The Zoo Republic
Claire Bezuidenhout – Account Service Director
Emily Richardson – Senior Account Director
Patrick Kenny – Senior Account Manager
Dan McFarlane – Commercial Director, X Collective
Kiel Van Daal – Technical Director, Roilti
Steph Quinn – Client Services Director, Pilgrim
Rae Goode – Account Manager, Pilgrim

Sport & Entertainment, M&C Saatchi
Krystina Frassetto – Managing Director Sports & Entertainment
Saynaree Oudomvilay – PR & Communications Senior Account Director
Florence Fahmy – PR & Social Account Executive