BWS Ensures Aussies Have a Big Wonderful Summer

BWS has rolled out a new campaign in celebration of finally being able to drink with our friends again. The funny campaign was created in collaboration with M&C Saatchi.

The spot is made up of a series of fun, alternative acronyms for BWS – Boldly Worn Smugglers, BBQ Without Salad, Badass with Sandals – as well as Christmas with – Badly Wrapped Stuff and Beats Wrapping Socks to further emphasize why BWS and summer go together like a cold beer and a BBQ.

M&C Saatchi partnered with production company Entropico and Director Natasha Foster to create a suite of film and stills that aim to embody the vibe of a cheeky Aussie summer.


The Big Wonderful Summer campaign runs for 2 months.

“From boldly worn smugglers, bloody wanker seagulls and beers with snags, this campaign not only has some fun with BWS but makes BWS a part of any occasion this summer. We’re looking forward to opening it up for UGC to put their own spin on a BWS summer” said Brendan Donnelly, Creative Director at M&C Saatchi Sydney.

Dentsu’s media agency Carat was tasked with media strategy, planning and buying for the campaign – bringing the multifaceted campaign to life across social, online video, OOH, and instore.


“This is our testament to the perfect summer – nothing short of getting Aussies back to the beach, park or backyard with a cold drink in their hand. It’s these iconic Summer moments that makes for a relatable and fun campaign” said Vanessa Rowed, Head of Marketing at BWS.


Vanessa Rowed – Head of Marketing
Meg Clark – Head of Marketing – Trade
Sarah Chegwidden – Senior Brand Manager – Trade
Shireen Yousif – Assistant Brand Manager – Trade

M&C Saatchi
Cam Blackley – CCO
Avish Gordhan – ECD
Brendan Donnelly – Creative Director
Dave Govier – Creative Director
Felix Ettelson – Senior Art Director
Georgie Waters – Senior Copywriter

Vanessa Boueyres – Managing Partner
Helene Ioakimidis – Group Account Director
Saskia Meagher – Senior Account Manager
Jemma Marriott – Senior Project Manager

Rachael Fraser – Head of Strategy
Emma Parsons – Head of Content
Amy Grant – Senior Strategist

Sarah Cowen – Senior TV Producer
Alison Dunlop – Senior Integrated Producer
Sam Blazevic – Producer

James Jamias – Design Director
Alex Ardino – Animator
Warren Fox – Designer
Bojan Bojic – Animator
Ryan Donnely – Integrated Designer

Production Co: Entropico
EP: Tim Burnett
Director: Natasha Foster
Producer: Emily Green
DOP: Tom Black, Tony Luuill Versace

Production Manager: Sophia DeVries
Photographer: Cole Bennetts
Digi OP: James Evans
Photo Assist: Jared Liebowitz
Lighting Assist: Alex McDonald

Post Producer: Gus Kennelly
Post Production Supervisor: Andrea Chen
Editor: Andrea Chen, Ivan Lentell, Jodie Williams
Motion Design: Oliver Eather, Zane Flynn
Colourist: Julien Chichignoud
Score, Composition & Sound Mix: Rowan Dix
Sound Design: Bonnie Knight


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