Amart's new brand platform launches with unconventional torture test via BMF

7 December 2020

Creative Agency: BMF

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“Being thrown out of an airplane at 15,000 feet has a clarifying effect on the mind of a sofa."

Amart is well known for it’s low prices, but its reputation for quality and style is, in many ways, under-valued.

The furniture store's new brand platform It Just Makes Sense looks to redress the balance by dramatizing Amart’s amazing quality.

Its beds, chairs, sofas and tables are made better, look better and last longer than many of its competitors, and always at an unbeatable price. 

To launch this Long Idea, BMF has taken Amart’s number one proof point and competitive point of difference, the all-inclusive warranty, and carried out an unconventional torture test to prove it.

“Being thrown out of an airplane at 15,000 feet has a clarifying effect on the mind of a sofa," BMF chief creative officer Alex Derwin says.

"This ad ponders the existential questions of life, death, and the undoubted benefits of an all-inclusive guarantee.”

BMF head of account management Richard Woods says: “Distinctive, memorable and impactful are three horribly overused words in our game. But I hope people will agree that this work makes a decent fist of all three. We incredibly proud of it and, like the featured sofa, we are confident it will land hard.”

Amart national marketing manager Tracey Kruske says: “'It just makes sense’ is the perfect expression of the all-round value we offer customers every day and it’s simple message coupled with an epic execution has huge potential. We can’t wait for people out there to see it.”

The brand platform is led by TV and supported by online films, social and an integrated retail campaign across TV, online, OOH, radio and in-store.

Client: Amart
CEO: Lee Chadwick
COO: Scott Pears
General Manager, Customer: Sam Viney
National Marketing Manager: Tracey Kruske
Marketing Manager: Larissa Lees
Marketing Executive: Michaela Sharp

Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Creative: Stephanie Allen
Senior Designer: Fiona McLeod
Senior Designer: Melinda Cole
Chief Strategy Officer: Christina Aventi
Group Planning Director: Thomasine Burnap
Chief Executive Officer: Stephen McArdle
Head of Account Management: Richard Woods
Senior Account Manager: Siham Zirkak
Head of TV: Jenny Lee-Archer
Director: Hamish Rothwell
Production Company: Good Oil Films
Executive Producer: Juliet Bishop
Executive Producer: Andrew McLean
DOP: Jac Fitzgerald
DOP Aerials: Joe Jennings
DOP Shotover: Greg Wilson
Editor: Lucas Baynes
Post Production: Arc Edit
Music: Original composition by Elliott Wheeler @ Turning Studios
Sound Design & Audio production: Rumble Studios

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