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The Smith Family launches Christmas appeal with Harry Potter cinema ad


As Harry Potter works its box office magic this Christmas season, The Smith Family is employing its own brand of magic to change the lives of thousands of disadvantaged Aussie kids.

Research shows that a staggering one in seven Australian kids feels a sense of isolation because theyʼre financially disadvantaged. This is particularly painful at a time of year when everyone comes together. To shine the spotlight on this situation, The Smith Family Christmas Appeal uses an emotive idea that dramatises the disconnectedness that a child feels when theyʼre excluded because they donʼt have the things they need to fit in.

Tim Wood, Associate Creative Director at BMF says, "This campaign uses a simple idea to drive home a shocking message. This issue is happening right here in Australia, and these disadvantaged kids have a right to the same opportunities as every other Aussie child." With the ongoing support of generous Australians, The Smith Family is dedicated to helping kids living in hardship to feel included again, so they can get the most out of their education and realise their potential.

Paul Henderson, Executive Director of Engagement for The Smith Family says, "We have high hopes for the success of this campaign, as it is key to us raising the $4 million we need this Christmas. Every donation counts towards our aim of helping thousands of kids break the cycle of disadvantage in 2011."

The campaign is underpinned by a cinema ad that is running before Harry Potter And The Deathly Hallows in cinemas nationwide and is supported by online, press and direct mail.

For more information or to make a donation, to the Christmas Appeal go to

Watch the TVC here.

BMF appointed creative agency for dmg Radio Australia


dmg Radio Australia has appointed BMF as their creative agency working on the Nova brand nationally.

dmgʼs Group Marketing Director, Tony Thomas commented, "Iʼm excited that we will be working with BMF as our new creative partner. They understand the future direction we are taking Nova, and showed great passion in how we will get there. We have already started working together on some big projects for 2011."

BMFʼs CEO, Jeremy Nicholas added, "Nova is a great brand with a fantastic creative pedigree and a big vision for the future. Weʼve had a blast working with the Nova team so far and we are looking forward to partnering with them to make 2011 a fantastic year for the business."

BMF launches amaysim campaign


"Itʼs the biggest shake-up in the telco industry for years" says Dylan Taylor, Executive Creative Director at BMF, about the launch of Australiaʼs new telco champion, amaysim. "Someone had to clean up the industry: amaysim is doing it."

Based on a successful European business model, amaysim is a pure SIM-only product offering low rates for voice, SMS and data, with no flagfall Australia-wide, meaning the average Australian mobile user can expect to save up to 50% on their bill.

"A brilliant new product deserves to get noticed. Weʼve created a campaign, which tells the imaginary story of the SIMʼs conception through a magical machine and its creator - the Doc - who guides us through the journey. It looks, feels and sounds refreshingly different for the category," said Taylor.

The integrated campaign launches with a massive presence across multiple channels - from outdoor to TV, POS to online.

Christian Magel, Founder and Chief Marketing Officer at amaysim says: "When looking for an agency to work with us on the launch, we wanted a partner who genuinely understood our point of difference and could creatively execute a campaign that not only communicated key strategic messages but also the ideas of simplicity, agility and reliability that are fundamental to our business. BMF was able to capture this and execute a campaign that delivers real cut through in a busy marketplace. We look forward to continuing to develop smart and fun campaigns together.

Taylor concludes: "Our message to consumers is simple: get amaysim and start saving today."

BMF picks up 23 awards at ADMA Awards 2010


Last Friday, BMF had its best ever year at the ADMA Awards in Melbourne, picking up 1 Gold, 5 Silver, 17 Bronze.

BMF also won the most awards of any agency.


  • OPSM Envy Program – Data Driven Marketing – GOLD
  • ALDI Brain – Business & Domestic Products and Services – SILVER
  • CBA Stimulus Package – Data Driven Marketing – SILVER
  • CBA Stimulus Package – Lending & Credit – BRONZE
  • Smith Family Ground Zero – Not for Profit – BRONZE
  • Weight Watchers Approved by Life – Pharmaceutical and Personal Care – BRONZE
  • CBA Heaps Free – Savings, Insurance & Investment – BRONZE
  • CBA Back to School – Savings, Insurance & Investment – BRONZE
  • Expedia No Fees – Travel & Entertainment – BRONZE
  • P&O Picnic Travel Guide – Travel & Entertainment – BRONZE


  • Weight Watchers Approved by Life – Art Direction – SILVER
  • Expedia No Fees – Broadcast – BRONZE
  • Solo Ticket – Broadcast – BRONZE
  • Solo Lucky Undies – Campaigns – SILVER
  • Weight Watchers Approved by Life – Campaigns – BRONZE
  • CBA Heaps Free – Campaigns – BRONZE
  • CBA Heaps Free – Copywriting – BRONZE
  • Weight Watchers Approved by Life – Press & Print – BRONZE
  • CBA Dollarmites Apple Crate – Special Mail – BRONZE
  • CBA Unexpected Bill – Standard Mail – BRONZE
  • OPSM Test Pack – Standard Mail – BRONZE
  • CBA Create Your Own Cool – Websites – SILVER
  • ALDI Brain – Websites - BRONZE

Read more here

7 Graduates get a seat at BMF


Five Graduates will start in Sydney and two in Melbourne as part of The Communications Council Trainee Graduate Program, which places a select number of Graduates in top advertising agencies.

Initially all 40 graduate finalists were sent out a flat-pack cardboard seat and were asked to do something with it, which also helped BMF to find out more about each Graduate before the official selection day.

Associate Creative Director, Tim Wood says, "BMF was on the lookout for creatively minded people, so we sent prospective Grads ʻtheir seatʼ at BMF and challenged them to get creative with it." The Graduates only had one week to respond by uploading their creation to

"Every Grad responded," remarked Wood. "We got everything from stop motion space invaders to seats with their own social networks. Some seats even raised money for charity. But most importantly, we got the Grads we wanted."

The graduates (four pictured with Senior BMF management) will take their real seats at BMF on 6 December 2010.

BMF picks up Silver Gong!


BMF’s international success continues with us recently picking up a Silver gong at The London International Awards for Expedia “Housekeeping”, on top of winning a silver Echo for our agency graduate-recruitment pack called 'Find Your Perfect Match', as well as three bronze on the night.

The bronze were for BPAY's 'The World's Biggest Most Awesome Waste of Time', FOXTEL's 'Sorry you Missed Them'and Lion Nathan's '6 Beers of Separation'. BMF were one of only 4 Australian agencies to be recognised at this show.