BCF shows how things can go awry in the outdoors

9 September 2019

Advertiser: BCF
Creative Agency: The Monkeys

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Created by The Monkeys, the campaign builds on the Be A BCFing Expert platform.

BCF has unveiled its latest BCFing campaign, showing how things can go wrong in the outdoors without the right gear and expertise.

Created by The Monkeys, part of Accenture Interactive, the campaign evolves the familiar “BCFing” song to tell the story of one family’s disastrous camping holiday.

On the trip they encounter ferocious possums, poisonous berries, and marshmallow mishaps, before deciding to visit the experts at BCF for some help.

“On the surface level, it’s a bit of fun, the physical humour can be enjoyed by anyone while, underneath, we haven’t forgotten the fundamentals of retail. With that song, no one forgets these ads are for BCF," says Ant Keogh, chief creative officer, The Monkeys Melbourne.

The integrated campaign will appear on TV, online, radio, in-store with additional content on BCF owned channels as well as extending across the summer retail calendar.

“Every Aussie has their own outdoor mishap that becomes a family legend," BCF GM of marketing Ben McConnell says. 

"They’re the kind of stories and advice we help our customers with every day. Bringing them to life in this way is our collective ode to the great outdoors.”

The new campaign builds on the brand’s Be A BCFing Expert platform, after the retailer spent the past three years transforming its in-store customer experience and staff training programs around ‘Expertise’.

“Since the launch of the brand platform, Be A BCFing Expert, Ben and the BCF team have done the hard work to organise their business around the brand promise," says Mike Derepas, head of planning, The Monkeys Melbourne.

"Their commitment to the platform makes their campaigns work harder each year.”

The TVC was directed by The Bobbsey Twins, with Finch.


Client: BCF
General Manager Marketing – BCF: Ben McConnell
Studio Manager – BCF: Bridget Buckley
Creative Lead & Graphic Designer – BCF: Andrea Lukacz

Agency: The Monkeys, part of Accenture Interactive
CEO, Melbourne: Paul McMillan
CCO: Ant Keogh
Head of Planning: Mike Derepas
Copywriter: Hugh Gurney
Art Director: Joe Sibley
Head of Production: Romanca Jasinski
Producer: Jacqui Walker & Katie Wellbelove
Group Content Director: Jaimee Kerr
Content Director: Jantine Wigboldus
Account Executive Ella Papilion

Production Company: Finch
Director: The Bobbsey Twins
Executive Producer: Loren Bradley & Corey Esse
Producer: Cath Anderson
D.O.P: John Toon
Post production: Arc Edit
Editor: Peter Sciberras
VFX Artist: Eugene Richards
VFX Supervisor: Richard Lambert
Colourist: Martin Greer
Music: Electric Dreams
Sound Design: Squeak E Clean

Photography: Jesse Smith

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