Matthew Miller
Jan 28, 2015

Bread brand stokes kid creativity in 'Feed their amazingness'

AUSTRALIA - Reasoning that there's no one more creative than kids, George Weston Foods and BMF have built a campaign for a bread brand around four children who aren't afraid to let their freak flags fly.

Client: Tip Top The One bread (George Weston Foods)

Agency: BMF

Market: Australia

Campaign scope: The campaign includes four TVCs (above and below), digital, a website, out-of-home (below), and social media, including crowdsourcing of photos and videos (for weekly prizes).

Press release quote: Graeme Cutler, marketing director, George Weston Foods: “We wanted Tip Top The One to connect with parents in an authentic, emotional way. BMF solved that for us with the Feed Their Amazingness platform. We are very happy with the result, and looking forward to seeing parents engaged and sharing their kids amazingness.”

Campaign Asia Pacific's comments: Can't go wrong with kids in an ad. Well, actually you can, but not when the featured children are as adorably and unselfconsciuosly wacky as these. Some may question whether the kids are authentic, although the agency says they are "just real, relatable kids". Seriously, what adult would think of hula hooping with a baby chicken perched atop one's head?


Executive Creative Director: Cam Blackley
Creative Director: Justin Ruben
Art Director: Dantie Van Der Merwe
Copywriter: David Fraser
Strategic Planner: David Warren
Group Account Director: Kura Tyerman
Account Director: Kelly Howard
Account Manager: Chris Hill
Agency Producer: Esta Lau
Designer: Matthew Hughes, James Tranter
Jo Cooper: Digital Production Director
Mark Ellis: Technical Director
Sam Power: Technical Lead
Mina Samandar: Digital Producer
James Blundell: Front end developer
Rachael Lounds: Integrated Project manager
Director: Amy Gebhardt
Producer: Fiona Pakes
Production Company: Exit Films
Post Production: Alt VFX
VFX Supervisor: NA
Editor: Dan Lee, The Butchery
Music: Lukas Farry, Sound Reservoir
Sound Production: Lukas Farry, Sound Reservoir
DoP: Jody Muston




Related Articles

Just Published

23 hours ago

Campaign Crash Course: What exactly is diversity?

The industry talks about diversity a lot, but do we understand the true definition of diversity, the difference between inherent and acquired? Find out, and test your knowledge with a quiz.

23 hours ago

40 Under 40 2020 opens for entries

Calling all rising stars and those destined to make a big mark in APAC's marketing, media and advertising arena: Nominations are now open for our eighth-annual list of standouts who are 39 or under.

1 day ago

Agency launches internship for 55+ cohort

Thinkerbell's Thrive@55 internship seeks to offer an entry point for members of a "massively underrepresented" age group.

1 day ago

Hugh Jackman transitions from villain to hero in ...

If you think the actor is a nice guy in real life, well, you’re wrong.