BMF PUTS NEWSPAPERS BACK ON THE FRONT PAGE
BMF Sydney’s new campaign for The Newspaper Works aims to remind us that in today’s increasingly fragmented media marketplace, newspapers provide an incredibly powerful channel for advertisers to engage with consumers.
The campaign is aimed at advertisers, marketers, media buyers and planners, and dramatises newspapers’ core strength; unlike other media that are simply flicked through or passively consumed (often simultaneously), newspapers are the most engaging media of all.
We are reminded that newspapers are a destination, not a distraction. People who read newspapers are in the right mind space and actively seeking information, which is a perfect environment for advertising messages to stick.
The campaign idea takes beautifully photographed everyday objects, and tells a compelling story around them. The reader is asked the question: if a newspaper can make something as ordinary as this so involving, imagine the story you as an advertiser could tell about your brand?
Several leading photographers were commissioned by BMF to bring the campaign to life and to ensure it depicted a best in class model for advertising in newspapers. It was shot at various locations around the world, including the US, UK and Australia. The Craft Shop was commissioned to complete the typography.
Tony Hale, CEO of The Newspaper Works stated; “We needed a campaign that demonstrates how newspapers can be used to capture readers’ minds, challenge conventional thinking and establish strong emotional connections. It was a difficult brief but BMF nailed it. They have delivered an exceptionally fresh and creative approach by tapping into the storytelling nature of newspapers.”
Warren Brown, BMF’s Executive Creative Director, commented: “Tony Hale gave BMF the creative freedom to do something special. I’m sure the campaign we created will go a long way to ignite some passion amongst clients for newspaper advertising.”
This Saturday, August 18th marks the start of a new story for newspapers with the launch of the campaign in Press, with five full-page executions. Over the coming months the campaign will show advertisers many ways in which they can harness the full power of newspapers to strengthen their brands.
Executive Creative Director: Warren Brown
Associate Creative Director: Simon Langley
Art Directors: Grant Booker/Simon Langley
Copywriters: Benn Sutton/Richard Morgan
Photographers: Max Forsythe, Michael Corridore and Toby Burrows
Typography: The Craft Shop (NZ)
Group Account Director: Nick Garrett
Account Director: Fleur Kennedy
Strategic Planner: Gerry Cyron
Client: Lucia Elliott/Tony Hale