It’s A Musical 90s Flashback With New Kmart Campaign From BWM Dentsu

It’s A Musical 90s Flashback With New Kmart Campaign From BWM Dentsu

Kmart Australia is keeping things cool this Winter season with its new ‘Popover Hoodie’ campaign from BWM Dentsu.

The campaign takes the brand’s recognisable white background and the upbeat feel of BWM Dentsu’s previous Kmart campaigns and transports them to one of Australia’s coolest venues – Melbourne’s Palais Theatre – to celebrate the fun features and casual comfort of the Popover Hoodie.

Kmart’s general manager, marketing, Michele Teague, said both the Kmart and BWM Dentsu teams were excited to see the new campaign launch nationally to customers.

“The Popover Hoodie is Kmart’s ‘must have’ piece for the Winter season, thanks to its great design and low price point. Our business has built incredible momentum, and highlighting our design credentials was a big part of this brief,” Teague said.

“BWM Dentsu has delivered a campaign that leverages our great body of work and drives our brand further,” she added.

Amy Hollier, creative director, BWM Dentsu Melbourne, said the team had enjoyed working on its latest Kmart campaign.

“We’re always looking for new ways to make Kmart irresistible. Everything came together on this campaign – the creative idea, the venue, the design, the music and of course the wonderful Popover Hoodies – to create a great piece of work we think will really stand out and grab people’s attention,” Hollier said.

The campaign, which launched on Sunday, consists of a 30-second TVC, a 60-second film for content and cinema, and a 98-second extended film that will be available on Kmart’s website.

The campaign will also be seen in-store, in catalogue and on social media, and will run for three weeks from Sunday, 27 March.


Client: Kmart

Michele Teague – General Manager Marketing

Nicole Hayes – Creative Design Manager

Matt Tovey – Brand Manager Apparel

Sarah Bragg – Marketing Specialist

Creative Agency: BWM Dentsu

Amy Hollier – Creative Director

Ryan Purcell – Associate Creative Director

Phil VanBruchem – Associate Creative Director

Nicole Gillard – Group Account Director

Leah Papakrivos – Senior Account Manager

Jennifer Moffat – Account Executive

Sonia McLaverty – Senior Onscreen Producer

Production Company: Collider

Ben Briand – Director

Rachael Ford-Davies – Executive Producer

Matt Dooley – Producer

Ross Giardina – DOP

Mark Bennett – Editor

Post Production: Method Studios 

Music: Level Two / Electric Dreams

Sound: Sound Lounge

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