BMF has been recognised at the Australian Creative Excellence Showcase (ACES) awards for its work for supermarket ALDI.
ALDI “Like Brands. Only Cheaper” created by BMF, was awarded the prestigious ACE of Excellence award at the event hosted by Val Morgan.
Consisting of a series of retail spots with a unique spin on price comparisons, the TV campaign promoted the brand as being not only equal in quality to their brand name counterparts, but also a lot cheaper.
Accepting the award BMF Creative Director Alex Booker and ALDI Australia advertising and PR director, Sam Viney were thrilled to have won and credited the win to the great relationship built between them. “We’ve got a very trusting relationship that we’ve worked very hard at over the last few years. By embracing the retail nature of the brand and making the product central to every brief, it’s allowed us to earn ALDI’s trust and produce great creative that sells product,” said Booker.
Under the stewardship of ACES Chairman Rob Belgiovane, executive creative director and founder, BWM, the ACES jury judged entries that had appeared on either cinema or TV in the last six months and were produced in Australia.
The jury was made up of some of the most respected names in the media industry including Paul Nagy (executive creative director, Clemenger Sydney), Toby Talbot (chief creative officer, DDB Sydney), Paul McIntyre (AdNews’ editor-in-chief) and Georgie Charlish (marketing manager, Adstream).
“The thing about this year’s winner is the simplicity behind the strategy – here’s the product, here’s the price. Congratulations to BMF and ALDI for really standing out in a category where there is a lot of competition. Difficult category, superb effort,” said Belgiovane.
“The work to date has really resonated with the audience and captures what we deliver as a brand. We deliver brand quality products for a cheaper price, which is really quite a simple message. Wrapping it up in something creative makes it not only memorable, but enjoyable to watch,” added Sam Viney.
Now in its sixth run, the ACES have gone from strength to strength attracting a record breaking number of high caliber entries each time. The top 3 ACES finalists include ‘The Teacher’ for Murray Goulburn by DDB, ‘‘Micro Effort’ for Sun Rice by Disciple and BMF’s winning entry ‘Like Brands. Only Cheaper’ for ALDI.
BMF was awarded the Ace of Excellence prestigious title and trophy, a cinema media schedule to the value of $25,000 and a private screening.
The ACES are held bi-annually by Val Morgan with media partners AdNews and Adstream.
