7. LOW PRICES EVERY DAY? OK - KMART
AGENCY: BWM Melbourne
Managing Director – Carl Ratcliff
Executive Planning – Jamie Mackay
General Manager – Nicole Miranda
General Manager Marketing – Dion Workman
National Marketing Communications Manager – Natalie Warren-Smith
Creative
Creative Director BWM – Shaun Branagan
Creative Director Kmart – Billie Georgieff
Creative Group Head – Amy Hollier
Senior Art Director – Lauren Doolan
Senior Art Director –
Luisa Paine
Production
Head of Onscreen and Experience – Abby Hunt
Senior Onscreen Producer – Jessica Nornton
Onscreen Production Assistant – Sally Cunningham
BWM Account Managers – Ben Hyland and Sarah Luck
Exit Films
Director – Ben Saunders
Producer – Toby Webster
Art Director – Lance Davis
Artists – tin&ed
In the second instalment of the Kmart OK! brand campaign, Belgiovane Williams Mackay reveals its latest category defining work for the national retailer – Price Sculptures.
BWM collaborated with Melbourne-based artists tin&ed to create individual price sculptures dramatising Kmart product categories, and their every day low price points. Each of the Price Sculptures has been created and developed with real products, and was shot in-store over three days and nights.
Says Carl Ratcliff, managing director BWM Melbourne: “The new work supports Kmart’s Every Day Low Price positioning but also brings these incredible Price Sculptures to life, showcasing the surprising range of choice behind their low prices.
Says Nicole Miranda, general manager BWM Melbourne: “Both business success and consumer response following Ok! has been fantastic. Kmart is now leading the pack, and our next exciting instalment proves the team’s ongoing commitment to category leadership communication.”
Says Dion Workman, Kmart general manager marketing: “We’ve really enjoyed our journey together. BWM continue to demonstrate their capacity to genuinely excite mums in a category defined by dull, and uninspiring retail advertising.”
The Kmart multi media “Price Sculptures” campaign launches nationally on July 22.
Year:
2012