BCF has unveiled its latest BCFing campaign, showing how things can go wrong in the outdoors without the right gear and expertise.

Created by The Monkeys, the campaign evolves the familiar “BCFing” song to tell the story of one family’s disastrous camping holiday. On the trip they encounter ferocious possums, poisonous berries, and marshmallow mishaps, before deciding to visit the experts at BCF for some help.

The Monkeys Melbourne chief creative officer Ant Keogh said: “On the surface level, it’s a bit of fun, the physical humour can be enjoyed by anyone while, underneath, we haven’t forgotten the fundamentals of retail. With that song, no one forgets these ads are for BCF.”

The integrated campaign will appear on TV, online, radio, in-store with additional content on BCF owned channels as well as extending across the summer retail calendar.

BCF GM of marketing Ben McConnell said: “Every Aussie has their own outdoor mishap that becomes a family legend. They’re the kind of stories and advice we help our customers with every day.

“Bringing them to life in this way is our collective ode to the great outdoors.”

The new campaign builds on the brand’s Be A BCFing Expert platform, after the retailer spent the past three years transforming its in-store customer experience and staff training programs around ‘Expertise’.

The Monkeys Melbourne head of planning Mike Derepas said: “Since the launch of the brand platform, Be A BCFing Expert, Ben and the BCF team have done the hard work to organise their business around the brand promise. Their commitment to the platform makes their campaigns work harder each year.”

The TVC was directed by The Bobbsey Twins, with Finch.

Credits

Client: BCF

General Manager Marketing – BCF: Ben McConnell

Studio Manager – BCF: Bridget Buckley

Creative Lead & Graphic Designer – BCF: Andrea Lukacz

Agency: The Monkeys, part of Accenture Interactive

CEO, Melbourne: Paul McMillan

CCO: Ant Keogh

Head of Planning: Mike Derepas

Copywriter: Hugh Gurney

Art Director: Joe Sibley

Head of Production: Romanca Jasinski

Producer: Jacqui Walker & Katie Wellbelove

Group Content Director: Jaimee Kerr

Content Director: Jantine Wigboldus

Account Executive Ella Papilion

Production Company: Finch

Director: The Bobbsey Twins

Executive Producer: Loren Bradley & Corey Esse

Producer: Cath Anderson

D.O.P: John Toon

Post production: Arc Edit

Editor: Peter Sciberras

VFX Artist: Eugene Richards

VFX Supervisor: Richard Lambert

Colourist: Martin Greer

Music: Electric Dreams

Sound Design: Squeak E Clean

Photography: Jesse Smith