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ALDI's 'The More The Merrier' 2017 Campaign Celebrates Our Christmas Feasts

Created by BMF Australia and directed by Hamish Rothwell, the film tells the "true-ish story" of a man who chose cricket over Christmas dinner for 40 years

ALDI's 'The More The Merrier' 2017 Campaign Celebrates Our Christmas Feasts

At Christmas, Australians welcome blow-ins and drop-ins, tag-alongs and plus-ones. It's the more the merrier in Australia and that's the way we like it. Thanks to ALDI's quality Christmas range, you can afford to have plenty to feed your crowd, whatever the size.

This year, we're telling the true-ish story of Doug, a stubborn batsman whose epic innings of backyard cricket drew people from far and wide. They came for the cricket but stayed for the spread.

It's not just a battle between bat and ball. It's a battle between ego and grumbly tummy. Between pride and pavlova. Eventually, the temptation of a Christmas feast proved too much for Doug, and he gave up his wicket to share in the festivities.

'The More The Merrier' campaign launched with a TV ad and will be followed by a series of retail TV ads with everything you'll need for entertaining, feasting, gifting and decorating. The integrated campaign is also supported by digital display, outdoor, social, POS, eDMs, ALDI catalogues and
Says Alex Derwin, creative director, BMF: "It's been a big year for ALDI. We've launched a new brand positioning, rolled out a new retail platform, and managed to squeeze in the implementation of a new global logo - alongside our regular campaign activity. Now, it's time to tell a good old-fashioned Christmas story that's celebrating an authentic Aussie legend."

Says Steve McArdle, managing director, BMF: "We've celebrated the joys of the perfect Aussie Christmas for the last 5 years. We've stayed true to that, but moved it up a notch. Enter stage left an epic Christmas fable done in a perfect Aussie way that invites everyone to join in the festive feast of Merriment. We're very proud and we hope it tickles your fancy."

Says an ALDI spokesperson: "Our Christmas campaigns have contributed significantly to business growth over the last couple of years. This year we've found a fresh take on Christmas in Australia that will entice even more shoppers to explore ALDI's Christmas range and experience the category leading prices."
Creative Agency

Creative Agency: BMF

Creative Director: Alex Derwin

Copywriter: Chris Berrent and Tom Johnson

Planner: Kellie Box

Executive Creative Director: Cam Blackey

Group Account Director: Toby Hussey

Managing Director: Stephen McArdle

Designer: Matthew Hughes

Account Executive: India Gates

Planners: (Executive) Kellie Box

Executive Planning Director: Christina Aventi

Head of Planning: Hugh Munro

Senior Producer: Emma Friend

Associate Creative Director: Rosita Rawnsley-Mason

Account Manager: James Arnold

Account Director: Rose Flowers

Production Company

Production Company: Goodoil

Executive Producer: Sam Long

Director: Hamish Rothwell

DOP: Germain McMicking

Producer: Llew Griffiths

Casting Director: Alison Meadows @ Mullinars

Art Director : Guy Treadgold


Editor: Peter Sciberras @ARC

Post Production / VFX

Post Production Company: ALT FX


Audio Post Production: Tone Aston @Rumble Studios

Music Production: Elliot @Turning Studios

Print / OOH

Photographer: Gavin Johns

Art Buyer: Basir Salleh

Category: Food , Savoury

Genre: PR , People , Strategy/Insight