Founded on BCF’s belief that life is better lived outdoors, the outdoor retailer’s evolution of its brand platform is intended to encourage Australians to get out there and have fun, no matter whether you’re an outdoor novice or explorer. The new campaign created by 72andSunny is the first piece of work after being appointed as its new creative agency in September this year.

The evolution of the ‘BCFing Fun!’ platform taps into the insight that BCF, a leading outdoors retailer, has all the expertise and gear to help Australians get the most of the great outdoors and enjoy ‘That BCFing Feelin’!’.

Says Nick Boyden, general manager, eCommerce and marketing: “It’s been an enormously fun and collaborative process evolving the BCF brand with the 72andSunny team. This isn’t just a campaign, but rather a movement that our whole organisation is excited to get behind. We’re looking forward to inspiring outdoor legends all over Australia to go and get out there and enjoy ‘That BCFing Feelin’!’”

Says Andy Flemming, creative lead, 72andSunny: “Working with BCF has been a pleasure. They just get it. And with a simple, whole company idea that pays homage to where they’ve been, we’ve got exciting times coming. (They’re also a good laugh too, which makes the whole thing even better.)”

Spearheaded by a new design system and advertising campaign, the evolution of the brand platform will flow through all touch points across BCF including the in-store experience, internally such as employee engagement, CSR initiatives, sponsorship activation through to social, retail and brand advertising.

Says Boyden: “This is the next stage in our BCF journey and there’s plenty more to come.”

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