Australian Government Film The Diverted Profits Tax by BMF Australia

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The Diverted Profits Tax

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Industry Government & Other Authorities
Media Film
Market Australia
Agency BMF Australia
Executive Creative Director Cam Blackley
Creative Director Ant Hatton
Art Director Jessica Roberts
Copywriter Justin Butler
Photographer Michael Corridore
Production Photoplay Films
Director Jonathan (Drop Bear) Chong, Karen Liddle
Released June 2017

Credits & Description

Client: Australian Government - The Treasury
Agency: BMF
Executive Creative Director: Cam Blackley
Creative Director: Ant Hatton
Art Director: Jessica Roberts
Copywriter: Justin Butler
Print Designer: Catarina Duardo
Executive Planning Director: Christina Aventi
Head of Planning: Hugh Munro
Managing Director: Steve McArdle
Senior Account Director: Peitra Withaar
Senior Account Manager: Melanie Pisani
Agency Producers: Emma Friend and Fiona Gillies
Production Company: Photoplay
Director: Jonathan (Drop Bear) Chong
Producer: Emma Thompson
Executive Producer: Oliver Lawrance
Post Production: ALT VFX
Editors: Matt Bennett and Jay Hawkins
DoP: Simon Ozolins
Music and Sound Production: Rumble Studios
Production Director: Karen Liddle
Art Buyer: Basir Salleh
Photographer: Michael Corridore
Digital Producer: Laurence Pogue
Digital Designer: Marissa Karolyi
The Australian Government has launched an integrated campaign – created by BMF – to educate the Australian community and small businesses about the new laws and measures in place to help address the issue of multinational tax avoidance.
Under old laws, some multinational corporations could minimise the tax they contribute to the Australian economy by taking advantage of international legal loopholes. It is estimated that $3.9bn could be recovered as a result of these laws and measures – money that can be reinvested back into the economy and local communities. This strengthens the integrity of the tax system and ensures that all businesses can compete on a level playing field.
BMF Managing Director Steve McArdle says: “It’s important that the Australian public have faith in our tax system. Our task was to communicate the steps the government is taking to protect its integrity. In doing so, we hope we’ve been able to bring simplicity and elegance to what could be considered a complex subject matter.”
BMF worked with Photoplay to bring the set to life, ensuring it worked both mechanically and was aesthetically interesting. Illustrations, 3D CAD blueprints and physics-based visualisation software were used to develop a rough edit before building began. The model was then created with raw and painted wood, metal embellishments, perspex and 3D printed resin.
The campaign is being rolled out nationally and includes TV, online videos, print, radio and digital (, and aims to reassure Australian taxpayers that the Government is taking serious action to ensure profits that are earned here are taxed here.