New BCFing Brand Launch From Clemenger BBDO Brisbane/Melbourne

New BCFing Brand Launch From Clemenger BBDO Brisbane/Melbourne

BCF – Boating Camping Fishing are launching their new BCFing brand platform this weekend, via a collaboration between Clemenger BBDO Brisbane and Melbourne.

Marianne Harvey
Posted by Marianne Harvey

‘A BCFing musical’ will go to air during the Grand Finals with a hard-to-get-out-of-your-head song that captures the fun of Boating, Camping and Fishing. BCF set out to broaden the appeal of Boating Camping and Fishing as a way for anyone to escape the 9 to 5.

Clemenger BBDO Melbourne chief creative officer, Ant Keogh said: “We took the challenge of being shamelessly retail and created a musical that happens to repeat the brand name over 10 times in 30 seconds.”

Nick Kelly, director at The Sweet Shop said: “What grabbed me when I first heard the BCF song was the simple honesty of it. There was no trickery, just this infectious sense of joy. Creating the ragtag bunch of characters to tell the story was a lot of fun.”

The ads finish on the call-to-action, ‘Be a BCFing expert’ with the BCF team and online content ready to help people become masters of the outdoors.

The new brand will be rolling out in-store, online and through the upcoming Summer and Christmas retail seasons.


Client: BCF – Boating Camping Fishing


Anthony Heraghty, Managing Director Leisure Retailing, Super Retail Group

Ben McConnell, Marketing Manager BCF, Super Retail Group


Creative Agency: Clemenger BBDO Brisbane/Melbourne


Creative Chairman: James McGrath, Clemenger BBDO Melbourne

Chief Creative Officer: Ant Keogh, Clemenger BBDO Melbourne

Creative Directors: Cristian Staal, Marianne Harvey, Clemenger BBDO Brisbane

Copywriters: Ant Keogh, Clemenger BBDO Melbourne; Marianne Harvey and Christie Meehan, Clemenger BBDO Brisbane

Art Directors: Cristian Staal, Clemenger BBDO Brisbane; Russel Fox, Clemenger BBDO Melbourne

Senior Producers: Karolina Bozajkovska and Lisa Moro, Clemenger BBDO Melbourne

Planning Director: Michael Derepas, Clemenger BBDO Melbourne

Communications Director: Bryn Griffiths, Clemenger BBDO Brisbane

Senior Account Director: Allison Witherspoon, Clemenger BBDO Brisbane


Production Company: The Sweet Shop


Director: Nick Kelly

Production Producer: Allison Lockwood

DoP: Martyn Williams

Production Designer: Jon Dowding

Editor: Stuart Morley, The Editors

Colourist: Edel Rafferty, Method Studios

Online Artist: Jamie Scott

Songwriter: Ant Keogh

Music Production: Electric Dreams Studios

Sound Designer: Paul Le Couteur, Flagstaff Studios