Continuing the successful Kmart OK! Campaign produced by Exit Films, Belgiovane Williams Mackay collaborated with Melbourne-based artists, tin&ed, to create individual price sculptures dramatising Kmart product categories, and their every day low price points.
Each of the Price Sculptures was created and developed with real product, and was shot in-store over three days and nights. “The new work supports Kmart’s Every Day Low Price positioning but also brings these incredible Price Sculptures to life, showcasing the surprising range of choice behind their low prices,” BWM Melbourne Managing Director, Carl Ratcliff, said.
The Kmart multi media Price Sculptures campaign launches nationally on July 22.
“BWM continue to demonstrate their capacity to genuinely excite mums in a category defined by dull, and uninspiring retail advertising,” Kmart General Manager Marketing, Dion Workman, said.
Team players for thiss campaign included creative directors, Shaun Branagan (BWM) and Billie Georgieff (Kmart), Head of Onscreen and Experience, Abby Hunt and Senior Onscreen Producer, Jessica Nornton.