BMF - "BMF's Amazing Wow Sit Down Thing"

BMF

BMF Pyrmont, Australia

3304

Brand: BMF
Country: Australia

Advertiser: BMF

Title	BMF's Amazing Wow Sit Down Thing
Agency	BMF
Campaign	BMF's Amazing Wow Sit Down Thing
Advertiser	BMF
Brand	BMF
Date of First Broadcast/Publication	2010 / 10
Business Sector	Others
Philosophy	Version:1.0 StartHTML:0000000243 EndHTML:0000003048 StartFragment:0000002682 EndFragment:0000003012 SourceURL:file://localhost/Volumes/workstuff2/staff personal/Tim Wood/Awards/ Master Lists/2011/2011-1-28_GradPack2011.doc <!--[if gte mso 9]><xml> Normal 0 0 1 34 196 BMF 1 1 240 11.1287 </xml><![endif]--><!--[if gte mso 9]><xml> 0 0 0 </xml><![endif]--> <!-- /* Font Definitions / @font-face {font-family:"Times New Roman"; panose-1:0 2 2 6 3 5 4 5 2 3; mso-font-charset:0; mso-generic-font-family:auto; mso-font-pitch:variable; mso-font-signature:50331648 0 0 0 1 0;} @font-face {font-family:Verdana; panose-1:0 2 11 6 4 3 5 4 4 2; mso-font-charset:0; mso-generic-font-family:auto; mso-font-pitch:variable; mso-font-signature:50331648 0 0 0 1 0;} / Style Definitions */ p.MsoNormal, li.MsoNormal, div.MsoNormal {mso-style-parent:""; margin:0cm; margin-bottom:.0001pt; mso-pagination:widow-orphan; mso-hyphenate:none; font-size:12.0pt; font-family:Times; mso-ansi-language:EN-GB;} table.MsoNormalTable {mso-style-parent:""; font-size:10.0pt; font-family:"Times New Roman";} @page Section1 {size:612.0pt 792.0pt; margin:72.0pt 90.0pt 72.0pt 90.0pt; mso-header-margin:36.0pt; mso-footer-margin:36.0pt; mso-paper-source:0;} div.Section1 {page:Section1;} --> <!--StartFragment--> BMF set out to hire graduates from the Advertising Federation of Australia’s (AFA) class of 2010. However, BMF didn’t want just any old grads. As a creatively driven agency our challenge was to hire the most creatively minded graduates.Version:1.0 StartHTML:0000000243 EndHTML:0000007459 StartFragment:0000005606 EndFragment:0000007423 SourceURL:file://localhost/Volumes/workstuff2/staff personal/Tim Wood/Awards/ Master Lists/2011/2011-1-28_GradPack2011.doc BMF were after graduates that would do something with their seats, rather than just sit on them. <!--[if !supportAnnotations]-->[BA1]<!--[endif]--> So we sent them their future seat at BMF and challenged them to do something amazing with it. They only had one week to respond by uploading their creation to our blog, which could be viewed by the entire agency. A total of 50 packs were mailed to the entire AFA Grad class of 2010. <!--[if !supportAnnotations]--> <!--[if !supportAnnotations]--> <!--[endif]-->
Problem	Version:1.0 StartHTML:0000000243 EndHTML:0000003051 StartFragment:0000002682 EndFragment:0000003015 SourceURL:file://localhost/Volumes/workstuff2/staff personal/Tim Wood/Awards/ Master Lists/2011/2011-1-28_GradPack2011.doc <!--[if gte mso 9]><xml> Normal 0 0 1 34 194 BMF 1 1 238 11.1287 </xml><![endif]--><!--[if gte mso 9]><xml> 0 0 0 </xml><![endif]--> <!-- /* Font Definitions / @font-face {font-family:"Times New Roman"; panose-1:0 2 2 6 3 5 4 5 2 3; mso-font-charset:0; mso-generic-font-family:auto; mso-font-pitch:variable; mso-font-signature:50331648 0 0 0 1 0;} @font-face {font-family:Verdana; panose-1:0 2 11 6 4 3 5 4 4 2; mso-font-charset:0; mso-generic-font-family:auto; mso-font-pitch:variable; mso-font-signature:50331648 0 0 0 1 0;} / Style Definitions */ p.MsoNormal, li.MsoNormal, div.MsoNormal {mso-style-parent:""; margin:0cm; margin-bottom:.0001pt; mso-pagination:widow-orphan; mso-hyphenate:none; font-size:12.0pt; font-family:Times; mso-ansi-language:EN-GB;} table.MsoNormalTable {mso-style-parent:""; font-size:10.0pt; font-family:"Times New Roman";} @page Section1 {size:612.0pt 792.0pt; margin:72.0pt 90.0pt 72.0pt 90.0pt; mso-header-margin:36.0pt; mso-footer-margin:36.0pt; mso-paper-source:0;} div.Section1 {page:Section1;} --> <!--StartFragment-->BMF set out to hire graduates from the Advertising Federation of Australia’s (AFA) class of 2010. However, BMF didn’t want just any old grads. As a creatively driven agency our challenge was to hire the most creatively minded graduates. Version:1.0 StartHTML:0000000243 EndHTML:0000007459 StartFragment:0000005606 EndFragment:0000007423 SourceURL:file://localhost/Volumes/workstuff2/staff personal/Tim Wood/Awards/ Master Lists/2011/2011-1-28_GradPack2011.doc<!--EndFragment--> BMF were after graduates that would do something with their seats, rather than just sit on them. <!--[if !supportAnnotations]-->[BA1]<!--[endif]--> So we sent them their future seat at BMF and challenged them to do something amazing with it. They only had one week to respond by uploading their creation to our blog, which could be viewed by the entire agency. <!--EndFragment-->
Result	With only one week to repond, we achieved an awesome: 106% response rate (52 uploads from 49 mail packs). 17,749 hits on our blog. Best of all, there are now 7 super creative grads working at BMF, who all have a chance to do something amazing with their real seat.
Media Type	Direct Mail
Account Director	Alex Caredes
Interactive Designer	Matt Hughes
Traffic Director	Cushla Morton
Agency Producer	Jen Cuthbert
Agency Producer	Lisa Houatchanthara
Executive Creative Director	Dylan Taylor
Copywriter	Damon Porter
Art Director	Neil Walshe
Associate Creative Director	Tim Wood