'That BCFing Feelin’!’ via 72andSunny

7 December 2023

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Helping Australians to get the most of the great outdoors.

The evolution of the ‘BCFing Fun!’ platform taps into the insight that outdoor retailer BCF has all the expertise and gear to help Australians get the most of the great outdoors and enjoy ‘That BCFing Feelin’!’.

Founded on BCF’s belief that life is better lived outdoors, the outdoor retailer’s evolution of its brand platform is intended to encourage Australians to get out there and have fun, no matter whether someone is an outdoor novice or explorer.

Nick Boyden, general manager, eCommerce and marketing at BCF, said it’s been an enormously fun and collaborative process evolving the BCF brand with the 72andSunny team.

"This isn’t just a campaign, but rather a movement that our whole organisation is excited to get behind. We’re looking forward to inspiring outdoor legends all over Australia to go and get out there and enjoy ‘That BCFing Feelin’!’," he said.

Andy Flemming, 72andSunny creative lead, said working with BCF has been a pleasure.

"They just get it. And with a simple, whole company idea that pays homage to where they’ve been, we’ve got exciting times coming. (They’re also a good laugh too, which makes the whole thing even better)," said Flemming.

Spearheaded by a new design system and advertising campaign, the evolution of the brand platform will flow through all touch points across BCF including the in-store experience, internally such as employee engagement, CSR initiatives, sponsorship activation through to social, retail and brand advertising.

Client: BCF
Creative agency: 72andSunny
Media: OMD
Director: Josh Logue
Photography: Billy Plummer
Production Company: Taxi Films
Audio Production: SQUEAK .E CLEAN Studios
Post Production House: The Goodman Brothers

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