The campaign, created by BMF, will run across TV, digital, press, a new brand website and social media.
Two 30-second TVCs, 'Gymnastics' (above) and 'Elevator', tell stories of Aussies who turn to the product to get through sticky moments in their daily lives.
Graeme Cutler, marketing director at GWF, said BMF was challenged to develop an idea that combines the truly unique product benefits of Bürgen whilst delivering on a creative solution that captivates the core target audience.
Managing partner Stephen McArdle
Creative director Justin Ruben
Art director Alex Booker
Copy writer Phil Sicklinger
Account management Kura Tyerman, Jason Carnew, Enda Kelly, Sid De
Producer Esta Lau
Strategy Simon McCrudden, Simon Murray
Production company Revolver
Director Leo Woodhead
Producer Serena Paull
DOP Ari Wegner
Editor & Post Drew Thompson, Method Studios
Media planning and buying Carat
Client George Weston Foods