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Creative

BCF Debuts New BCFing Brand Platform Through Song via Clemenger BBDO, Brisbane/Melbourne

Campaign sets to broaden the appeal of Boating Camping and Fishing as a way for anyone to escape the 9 to 5.

BCF Debuts New BCFing Brand Platform Through Song via Clemenger BBDO, Brisbane/Melbourne

BCF - Boating Camping Fishing is launching its new BCFing brand platform this weekend, via a collaboration between Clemenger BBDO Brisbane and Melbourne.

'A BCFing musical' will go to air during the Grand Finals with a hard-to-get-out-of-your-head song that captures the fun of Boating, Camping and Fishing.

Says Ant Keogh, chief creative officer, Clemenger BBDO Melbourne: "We took the challenge of being shamelessly retail and created a musical that happens to repeat the brand name over 10 times in 30 seconds."


Says Nick Kelly, director, The Sweet Shop: "What grabbed me when I first heard the BCF song was the simple honesty of it. There was no trickery, just this infectious sense of joy. Creating the ragtag bunch of characters to tell the story was a lot of fun."

The ads finish on the call-to-action, 'Be a BCFing expert' with the BCF team and online content ready to help people become masters of the outdoors.

The new brand will be rolling out in-store, online and through the upcoming Summer and Christmas retail seasons.

Client: BCF - Boating Camping Fishing
 
Anthony Heraghty, Managing Director Leisure Retailing, Super Retail Group
Ben McConnell, Marketing Manager BCF, Super Retail Group
 
Creative Agency: Clemenger BBDO Brisbane/Melbourne
Creative Chairman: James McGrath, Clemenger BBDO Melbourne
Chief Creative Officer: Ant Keogh, Clemenger BBDO Melbourne  
Creative Directors: Cristian Staal, Marianne Harvey, Clemenger BBDO Brisbane
Copywriters: Ant Keogh, Clemenger BBDO Melbourne; Marianne Harvey and Christie Meehan, Clemenger BBDO Brisbane
Art Directors: Cristian Staal, Clemenger BBDO Brisbane; Russel Fox, Clemenger BBDO Melbourne
Senior Producers: Karolina Bozajkovska and Lisa Moro, Clemenger BBDO Melbourne 
Planning Director: Michael Derepas, Clemenger BBDO Melbourne
Communications Director: Bryn Griffiths, Clemenger BBDO Brisbane
Senior Account Director: Allison Witherspoon, Clemenger BBDO Brisbane
 
Production Company: The Sweet Shop
Director: Nick Kelly
Production Producer: Allison Lockwood
DoP: Martyn Williams
Production Designer: Jon Dowding
Editor: Stuart Morley, The Editors
Colourist: Edel Rafferty, Method Studios
Online Artist: Jamie Scott
Songwriter: Ant Keogh
Music Production: Electric Dreams Studios
Sound Designer: Paul Le Couteur, Flagstaff Studios