SMH And The Age Unleash New Campaign ‘Minds Wide Open’ Via BMF

SMH And The Age Unleash New Campaign ‘Minds Wide Open’ Via BMF
B&T Magazine
Edited by B&T Magazine



The Sydney Morning Herald and The Age have revealed a major brand and subscriber campaign focused on their brand purpose – to foster independent thinking and open understanding.

The new campaign, created by advertising agency BMF, will run across television, BVOD, cinema, digital, social, outdoor and print. It aims to highlight the broad, independent perspective provided by the newspaper’s journalism.

The creative highlights the role both mastheads play in sparking public debate and discussion in Australia and features their award-winning photojournalism.

The “Minds Wide Open” platform champions the benefits of Australians tuning into different perspectives, offering balanced news in a category of bias.

It comes after a year of record subscriber uptake in 2020 for both The Sydney Morning Herald and The Age as readers turned to trusted news and information amid the COVID-19 pandemic.

“2020 was a year of significant growth for our brands. In 2021, we need to assert our role in provoking the conversations Australia needs to progress, beyond the relentless news cycle. Both to create and retain tomorrow’s subscribers,” said Kristen Turner, Nine’s Head of Consumer Subscriptions.

“Our new campaign draws on extensive customer insights and speaks to the incredible journalism we produce. It also speaks to the unique role The Sydney Morning Herald and The Age play within our political and social discourse. We believe the distinct and bold platform BMF has created will strengthen our position as Australia’s leading mastheads and continue to drive connection and growth for our brands.”

The campaign television commercial directed by Patrick Clair – winner of two Emmy Awards for Outstanding Main Title Design for his work on True Detective and The Man in the High Castle – takes aim at closed minds everywhere.

“As Aussies we value being open as a culture, but our ability to understand differences has been fading due to filter bubbles and echo chambers. The Herald and The Age offer balance over bias, reporting from the centre, not a side to inspire debate over division,” said Christina Aventi, BMF Chief Strategy Officer.

“Every day, Sydney Morning Herald and Age journos pry open the truth and are unflinching in the face of threats. We hope this campaign does justice to their grit and resolve,” said David Roberts, BMF Creative Director.

CREDITS:
Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Creative Director: David Roberts
Art Director: Jack Robertson
Copywriter: Rob Boddington
Creatives: Emily Field and Kiah Nicholas
Head of Art & Design: Lincoln Grice
Designer: Mina Melis
Chief Strategy Officer: Christina Aventi
Planning Director: Sarah Hood
Chief Executive Officer: Stephen McArdle
General Manager: Paul Coles
Group Account Director: Anna Lawrenson
Head of TV: Jenny Lee-Archer
Agency Producer: Claire Seffrin
Director: Patrick Clair
Production Company: Sedona Productions
Executive Producer: Kim Wildenburg
Lead Design and Compositor: Eddy Herringson
Lead Animation and Compositor: Laura Heath
Music and Sound Design: Stare Crazy
Creative Services Director: Clare Yardley
Production Director: Karen Liddle
Integrated Producer: Simone Plaza
Digital Producer: Dani Kartika
Front-end Developer: King Tan
Finished Artist: Gabriel Mangulabnan
Photography: The Sydney Morning Herald & The Age

Client: Sydney Morning Herald & The Age | Nine
Head of Consumer Subscriptions: Kristen Turner
Head of Brand and Acquisition: Belle Tayler
Brand and Acquisition Manager: Leah McNeil
Brand and Acquisition Executive: Diana Wilson
Internal Design Lead: Hannah Eldridge
Internal Copywriter: Andy Maher




Please login with linkedin to comment

BMF Sydney morning Herald The Age

Latest News

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7
  • Advertising

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7

B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]

by B&T Magazine

B&T Magazine
Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma
  • Opinion

Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma

The science is not in question – smarter people than I, with far more data, have codified it. The logic is not up for grabs…it makes sense that creating mental shortcuts to your brand keeps you at the top of your mind. Lead image: Kate Smither – Owner, The Tall Planner I wouldn’t even take […]

Opinion

by B&T Magazine

B&T Magazine
African woman using a cellphone in an office alone
  • Marketing

Ortto & Tall Bob Partner To Deliver Better SMS & MMS For Australian & NZ Businesses

Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]

Slew Of New Hires At Snap Inc.
  • Media

Slew Of New Hires At Snap Inc.

Snap Inc. has announced a number of new recruits. B&T unaware if it positively impacted SEEK's share price.

Reddit Gets Playful Brand Refresh
  • Technology

Reddit Gets Playful Brand Refresh

This will be of interest to any Reddit fans, graphic designers or lovers of an orange so bright it burns the retinas.

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market
  • Advertising

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market

Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label
  • Marketing

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label

Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]

realestate.com.au Extends Major Partnership With Sydney Swans
  • Marketing

realestate.com.au Extends Major Partnership With Sydney Swans

Australian property site realestate.com.au has announced the extension of its partnership with the Sydney Swans for two further seasons. Lead image: Tom Harley, Owen Wilson and Tom McCartin realestate.com.au has partnered with the Swans since 2016 and has called the back of the club’s iconic guernsey home since becoming a major partner in 2020. This […]

Avenue C Nabs Paula Lopes From KINESSO
  • Marketing

Avenue C Nabs Paula Lopes From KINESSO

Leading independent media agency, Avenue C, is thrilled to announce the appointment of Paula Lopes as Digital Director. Paula, a seasoned professional with over 17 years experience in the media industry, joins Avenue C from her role as Chief Operations Manager of KINESSO (merger of Reprise, Matterkind, and Kinesso specialities).

oOh!Media Fuses People & Performance At National Annual Revenue & Growth Conference
  • Advertising

oOh!Media Fuses People & Performance At National Annual Revenue & Growth Conference

oOh!media brought together more than 260 of its sales, operations, commercial, marketing, finance and leadership teams last week for its national annual revenue and growth conference. Held over two days at the picturesque Rydges Resort in Hunter Valley, the event ‘Fusing people and performance’ focussed on how to build a high-performance mindset and how it […]