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Industry Household maintenance & pet products, Tools, Do-It-Yourself Products
Media Print, Magazine & Newspaper
Market Australia
Agency BMF Australia
Executive Creative Director Warren Brown
Creative Director Simon Langley
Art Director Luke Hawkins, Dan Walton
Copywriter Damon Porter, Mark Clothier
Photographer Toby Burrows @ The Kitchen Creative Management
Account Supervisor Patrick Cahill
Released October 2009

Credits & Description

Category: Home Appliances & Furnishings
Advertiser: RYOBI
Product/Service: POWER TOOLS
Agency: BMF
Executive Creative Director: Warren Brown
Creative Director: Simon Langley
Copywriter: Mark Clothier/Damon Porter
Art Director: Dan Walton/Luke Hawkins
Account Manager: Natalie Downes/Lindsay Barnes
Account Supervisor: Patrick Cahill
Advertiser's Supervisor: Mark Devitt
Photographer: Toby Burrows
Other Credits: Production Company: The Kitchen Creative
Type Of Ad: Magazine
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: BMF, Sydney, AUSTRALIA

English Translation of Main Headlines
In Australia, surfing is so popular it has a culture all of its own. And within this culture exists a well-known rivalry between surfers and other forms of surf craft. Playing on this insight, we took a light-hearted swipe (quite literally in some cases) at the expense of every surfer's nemesis - body boarders, paddle boarders and surf ski riders. The ad appeared exclusively in Surfing Life, a magazine read by hardcore surfboard riders.