BMF reveals secret life of scarecrows in new Abbott’s Village Bakery campaign
George Weston Foods Limited has launched a series of new videos in its ‘Free Range Bread’ campaign for Abbott’s Village Bakery, this time featuring interviews with ‘volunteer scarecrows’.
The videos document the lives of local scarecrows tasked to look after the free range bread. The online films take a humorous look at what it takes to protect the free range loaves from scavengers such as crows.
Cam Blackley, executive creative director for BMF said: “Following up from the ‘Free Range Bread’ work, we wanted to show that it takes a village to raise a loaf. The online environment is a great opportunity to delve into the gentle characters that take bread breeding so seriously.”
These faux mockumentary style films are boring. Will the ad world please just stop with them. There is nothing funny or interesting about this film.
Are we not sick of the whole self-unaware characters doing absurd things, filmed sensitively.
Don’t get me started on the part where we are supposed be convinced to buy bread, you know the advertising bit.
Emily Field, you are the planner on this. Can you please talk a little bit about what the strategy is? How is it supposed to change the hearts and minds of shoppers? What problem is this solving? How is this relevant to customers’ lives and consumption of bread?
Looking forward to your thoughts
Nice. ‘shame they’re not on the telly where lots of people will see them.
The product should resonate with the brand.
How about onion flavoured bread then.
Nice idea, but credits for all but production design as usual. I guess the wardrobe was digital then… perish the thought that we’d be beset with naked scarecrows.
I love the campaign … not sure why but it made me wonder if Tony Abbott would be any good as a scarecrow?