BWM launches Price Sculptures for Kmart

Announcement posted by Access Public Relations 20 Jul 2012

In the next instalment of the hugely successful 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 product, and was shot in-store over three days and nights.

“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,” BWM Melbourne Managing Director, Carl Ratcliff, said.

“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”. BWM Melbourne General Manager, Nicole Miranda, said.

“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,” Kmart General Manager Marketing, Dion Workman, said.

The Kmart multi media “Price Sculptures” campaign launches nationally on July 22.

To view the campaign go to http://www.youtube.com/watch?v=IUO6IPficGk

Credits:

Brand Council
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

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

Overview of BWM

BWM is one of Australia's largest creative agencies. Founding partners Rob Belgiovane, Paul Williams and Jamie Mackay have grown the agency from start-up in 1996 to now employ over 160 staff In Australia, with revenues exceeding $20 million. The partnership is one of the longest and most successful in the industry. www.bwm.com.au