BWS goes back to the middle ages, 'Before Convenience' via M&C Saatchi and Carat

Paige Murphy
By Paige Murphy | 11 June 2021

BWS leverages its "unparalleled" convenience against competitors when it comes to buying drinks in its latest integrated campaign.

The work highlights BWS's one-hour delivery capability and 30-minute pick up.

The retailer is so confident in its offering, the delivery capability is cemented by a guarantee, that if it doesn’t deliver your drinks within the hour, the next delivery is free.

This week saw the launch of the 60-second TVC in line with State of Origin, following on from a shorter 30-second TVC launching earlier this year.

The creative idea is centered around the insight that if you're not utilising BWS’s convenience, you might as well be living in the dark ages.

Alongside M&C Saatchi Sydney, the retailer shows scenarios in the middle ages, titled BC, Before Convenience, contrasted with a modern BWS character, to hyperbolise the consequence of not shopping with BWS.

Carat, tasked with the media activation, crafted an approach based on Dentsu global research titled the ‘Attention Economy’ .

This saw media come to life through a Channel 9 broadcast sponsorship of the NRL including the State of Origin and Finals series.

This was underpinned by broadcast video on demand (BVOD) buys which aired within the season release of The Handmaids Tale and current reality show Big Brother, along with buys across YouTube and Facebook.

“We try hard to make BWS the most convenient place to buy drinks, which is why we are introducing a guarantee so customers can count on us for getting speedy delivery,” BWS head of marketing Anna Webster says.

"If you're not ordering your drinks through BWS, you may as well be living in the dark ages."

On top of the TV spot, the campaign features across social and digital, with 15-second and 6-second videos across Facebook, YouTube, BVOD and other premium video platforms, as well as broader support across OOH, radio and owned channels.

"B.C. (Before Convenience) is a super simple creative platform that can transport us anywhere in history to dramatise how inconvenient life was before BWS conveniences," M&C Saatchi creative director Sharon Edmondston says.

"To kick it off in medieval times with Tony Rogers and the Guilty team was an absolute joy – and it shows on screen."

The campaign will run until later in the year, with TV running until October in line with the NRL season.


BWS Marketing
Head of Marketing: Anna Webster
Head of Trade Marketing: Meg Clark
Senior Marketing Brand Manager: Jax Young
Brand Manager: Nicole Zahran

Creative: M&C Saatchi
ECD: Avish Gordhan
Creative Director: Sharon Edmondston
Copywriter: Rubini Gun
Art Director: Jackson Elliott
Craft Designer: Matt Harrington
Integrated Designer: Ryan Donnelly

Group Head: Vanessa Boueyres
Senior Account Director: Helene Ioakimidis
Senior Account Manager: Eliza Whyte
Account Manager: Tim Nguyen
Account Manager: Saskia Meagher
Senior Project Manager: Jemma Marriot

Senior Strategist: Vanessa Graham
Senior Strategist: Catherine Mellon
Strategist: Oliver Wilson

Head of TV: Loren August
Senior Producer: Colin Tuohy
Senior Print Producer: Greg Hyslop

Production House: Guilty Content
Director: Tony Rogers
Producer: Jason Byrne
Line Producer: Victoria Schaw
DOP: Aaron Farrugia
Costume: Steph Hooke
Stills Photographer: Chris Tovo
Editors: Tim Parrington & Jamie Scott
Casting: Daniella Friedman Chameleon casting
Sound: Song Zu & Charmed Im Sure

Media: Carat
Client Partner: Bianca Falloon
Client and Comms Planning Director: Christian Fox
Strategy Director: Jack Rothery
Strategy Manager: Zac Kelly
Client Manager: Amanda Nguyen
Senior Client Executive: Suresh Gurung
Client Executive: Jemma Cairns

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