The new campaign aims to break category convention with a focus on Expressi’s diverse range of blends, BMF said. The 60-second television spot is supported by cinema, outdoor and online.
“We thought we could talk about a premium coffee product and take it to somewhere a little more refreshing by injecting Aldi’s quirky tone of voice,” said Carlos Alija and Laura Sampedro, ECDs at BMF.
BMF partnered with South African comedy director Trevor Clarence and Sydney-based fashion photographer Simon Lekias for the campaign.
“We have managed to create a campaign that feels unique to the Expressi brand whilst continuing the tongue-in-cheek ALDI tone we've been developing over the last few years,” said a spokesperson for ALDI.
Executive creative director: Carlos Alija & Laura Sampedro
Head of art: Siân Binder
Art director:Patrick Chambers
Copy writer: Mark Carbone
Group account director: Jonny Bucknall
Account director: Aisling Salmaggi
Account manager: Mitchell Young
Strategy planner: Ali Tilling
Director: Trevor Clarence
Production company: Jungle Boys / Your Girlfriend
Executive producer: Alex Hay
Producer: Sarah Nichols
Post production: Method Studios
Editor: Drew Thompson
Sound: Lukas Farry / Sound Reservoir
Agency TV producer: Esta Lau
Art buying: Basir Salleh
Agency print producer: Deb Meighan
Media planning and buying: Maxus
Client: Anna McGarth and Sam Viney