EXCLUSIVE: BWM has unveiled its first project with recently-acquired digital agency Sputnik, with a “different” campaign for Weet-Bix asking “Are you 100% ready?”, using Go-Pro cameras to create the new TVC.

The spot released today features 16-year-old aspiring pro surfer Mikey Wright trying to catch the biggest wave he can with five-times world champion Stephanie Gilmore.

ECD Rob Belgiovane said: “We wanted to capture the essence of what being 100% ready is and did that by using a unique style of filming. We used Go-Pro cameras to capture unique angles, we’ve produced a commercial that feels more like a movie than an ad.”

Part of the campaign includes a ‘Bix’ incentive program, which includes an on-pack tradable currency exchangeable for a range of instant vouchers, prizes, gifts as well as access to tips from sporting stars, using a QR code on the box.

Sputnik has created the app to support this new ‘Bix’ currency, in a collaboration which had been started before BWM acquired them in January.

Belgiovane added: “The Bix app tied in perfectly with the Weet-Bix creative, creating a comprehensive traditional and digital campaign. Essentially teens are able to get the things they need, to do the things they love.”

The new campaign will roll out across TV, outdoor, digital, social and on-pack and point of sale promotions this week.