‘First Thing’s First’ Print & Outdoor Campaign

    Evolving from the two previous year’s campaigns depicting 30’s-something women mid-step on the way out of their front door, the 2015 campaign extended to show these women’s worlds beyond their door. The BG&D woman’s daily coffee ritual prepares her for the day that lies ahead of her, whatever that may be: the school run, grocery shopping, commuting, client meetings. Melbourne illustrator Catherine Campbell produced beautiful ink and watercolour illustrations to interpret these women’s ‘busy’ which any modern woman will relate to.

    The campaign, with two versions of the creative depicting two different types of women, included outdoor sites across Melbourne and Sydney (including a massive hand-painted billboard on Lonsdale Street by Apparition Media), press advertisements in Better Homes & Gardens, MiNDFOOD, Taste, WHO and GRAM, digital advertisements in MiNDFOOD’s EDM and social media.