BMF'S AMAZING WOW SIT DOWN THING by BMF Australia for Bmf Advertising

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BMF'S AMAZING WOW SIT DOWN THING

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Industry Recruiting
Media Design & Branding
Market Australia
Agency BMF Australia
Associate Creative Director Tim Wood
Executive Creative Director Dylan Taylor-Cd Direct
Art Director Neil Walshe
Copywriter Damon Porter
Designer Than Lu
Released October 2010

Credits & Description

Category: Self Promotion
Advertiser: BMF
Product/Service: RECRUITMENT
Agency: BMF
Date of First Appearance: Oct 21 2010
Entrant Company: BMF, Sydney, AUSTRALIA
Entry URL: http://www.wowsitdownthing.com.au
Designer: Than Lu (BMF)
Art Director: Neil Walshe (BMF)
Copywriter: Damon Porter (BMF)
Associate Creative Director: Tim Wood (BMF)
Executive Creative Director: Dylan Taylor (BMF)
Production: Lisa Houatchanthara (BMF)
Production: Jen Cuthbert (BMF)
Traffic: Cushla Morton (BMF)
Account Director: Alex Caredes (BMF)
Account Director: Doni Savvides (BMF)
Group Account Director: Karen Martin (BMF)
Media placement: Direct Mailing - 49 Mailings Distributed To Graduates - 21st October 2010
Media placement: Website Blog - http://www.wowsitdownthing.com.au - 21st October 2010

Describe the brief from the client
BMF set out to hire junior suits from the Advertising Federation of Australia’s graduate class of 2010. However, BMF didn’t want just any old graduate. As an agency that values creativity, we wanted to hire only the most creatively minded graduates.

Describe the challenges and key objectives
The challenge was to sort through the grads and identify only the most creative ones. So the design of the pack had to appeal to their creativity.

Describe how you arrived at the final design
University grads don't have a lot of tools (or money) at their disposal. So our approach was to use ‘down and dirty’ low production values that would appeal to them and also reflect the creative environment it came from.

We were inviting them to express their individuality. So we used a hand drawn type, which gave the pack an individual feel. And the ‘crink’ pen drip typography added a bit of personality.

Give some indication of how successful the outcome was in the market
This was a completely fresh approach to the usual hiring process. And it also communicated that BMF was a fun and creative place to work (even after we finished hiring, graduates were still sending us their CVs).

From just 49 mail packs sent out, we had:

• 106% response rate (52 uploads to the blog).
• 17,749 hits on our blog.

Best of all, we now have 7 super creative grads working at BMF.