The Work 2020 Contenders: BMF
With Cannes Lions and LIA postponed until 2021, Campaign Brief is still out to recognise and showcase the great work that is being produced in the region. So we are introducing The Work 2020 Contenders.
Tourism Tasmania: Come Down for Air
BMF
As soon as you step off the plane in Tasmania, you get a blast of pure, clean air. Your lung capacity improves and the knots in your shoulders disappear. It returns you to a more human state. ‘Come Down for Air’ recreates this feeling with a series of films offering respite from shouty ads.
ALDI Australia: The Miracle Ham
BMF
Due to its position in the market as a discount supermarket, Christmas is the time of year where ALDI becomes most vulnerable. Shoppers put more emphasis on quality, and its low prices make Aussies question whether ALDI is good enough for the Christmas table. This year, BMF used an iconic symbol for generosity at Christmas to tell a fantastical Aussie fairy-tale about a magical never-ending ham, which unites a town and spreads the Christmas spirit far and wide.
TAL Insurance: Scars
BMF
Nothing contrasts human fragility with strength better than our scars. We all have them, but each one is personal and tells a story of injury or illness that we overcame.
In this commercial we see a number of Australians from various different backgrounds, ages and races. Each is proudly displaying a scar. Some are small and innocuous, others, large and dramatic. The TV ad shifted TAL’s frame of reference from ‘life insurance’ to ‘insurance for life’ and broke the category formula of ‘fearmongering’, impacting the audience by showcasing the humanity of Australians’ scars.
RMIT University: Sans Forgetica
Naked
The challenge was to keep RMIT top of mind and reinforce the reasons to study there. The only problem was the people RMIT were trying to persuade are notoriously hard to reach with traditional paid media. In addition, they are also the targets of lots of brands from both inside and outside the education sector. Naked, who last year joined forces with BMF, created the world’s first font specifically designed and proven to help you remember more. The font works using principles of psychology, fused with type design, to create desirable difficulty, increasing memory retention of text.
The entry deadline for Campaign Brief’s The Work 2020 has now closed. Entries are FREE with only an acceptance fee charged for those that make the cut.