BWS helps Australians create a Big Wonderful Summer in new campaign via M&C Saatchi Sydney

Aussies love summer but never more so than after two years of being cooped up, inside and alone. So as the home of drinks over summer, BWS decided to do something a little different this silly season and invite its consumers to have some fun with its brand. Introducing the Big Wonderful Summer, a cheeky new brand campaign, developed by M&C Saatchi, that plays with the BWS initials, in celebration of the little moments which make an Aussie summer iconic.

The campaign is made up of a series of fun, alternative acronyms for BWS – Boldly Worn Smugglers, BBQ Without Salad, Badass with Sandals – as well as Christmas with – Badly Wrapped Stuff and Beats Wrapping Socks to further emphasise why BWS and summer go together like a cold beer and a BBQ.

M&C Saatchi partnered with production company Entropico and director Natasha Foster to create a suite of film and stills that embody the vibe of a cheeky Aussie summer.

The Big Wonderful Summer campaign runs for two months, and highlights why BWS is the brightest and most convenient way to get drinks this Summer, from one hour delivery and 30 minutes pick up, to its large 1,400 store network and last-minute gifts for Christmas.

Says Brendan Donnelly, creative director at M&C Saatchi Sydney: “From boldly worn smugglers, bloody wanker seagulls and beers with snags, this campaign not only has some fun with BWS but makes BWS a part of any occasion this summer. We’re looking forward to opening it up for UGC to put their own spin on a BWS summer.”

Dentsu’s media agency Carat was tasked with media strategy, planning and buying for the campaign – bringing the multifaceted campaign to life across social, online video, OOH and instore.

Says Vanessa Rowed, head of marketing at BWS: “This is our testament to the perfect summer – nothing short of getting Aussies back to the beach, park or backyard with a cold drink in their hand. It’s these iconic Summer moments that makes for a relatable and fun campaign.”

BWS:
Vanessa Rowed – Head of Marketing
Meg Clark – Head of Marketing – Trade
Sarah Chegwidden – Senior Brand Manager – Trade
Shireen Yousif – Assistant Brand Manager – Trade

M&C Saatchi
Cam Blackley – CCO
Avish Gordhan – ECD
Brendan Donnelly – Creative Director
Dave Govier – Creative Director
Felix Ettelson – Senior Art Director
Georgie Waters – Senior Copywriter

Vanessa Boueyres – Managing Partner
Helene Ioakimidis – Group Account Director
Saskia Meagher – Senior Account Manager
Jemma Marriott – Senior Project Manager

Rachael Fraser – Head of Strategy
Emma Parsons – Head of Content
Amy Grant – Senior Strategist

Sarah Cowen – Senior TV Producer
Alison Dunlop – Senior Integrated Producer
Sam Blazevic – Producer

James Jamias – Design Director
Alex Ardino – Animator
Warren Fox – Designer
Bojan Bojic – Animator
Ryan Donnely – Integrated Designer

Production Co: Entropico
EP: Tim Burnett
Director: Natasha Foster
Producer: Emily Green
DOP: Tom Black, Tony Luuill Versace

Photography
Production Manager: Sophia DeVries
Photographer: Cole Bennetts
Digi OP: James Evans
Photo Assist: Jared Liebowitz
Lighting Assist: Alex McDonald

Post Producer: Gus Kennelly
Post Production Supervisor: Andrea Chen
Editor: Andrea Chen, Ivan Lentell, Jodie Williams
Motion Design: Oliver Eather, Zane Flynn
Colourist: Julien Chichignoud
Score, Composition & Sound Mix: Rowan Dix
Sound Design: Bonnie Knight