Australian Government launches new ‘Earned Here, Taxed Here’ campaign via BMF Sydney
The Australian Government has launched an integrated campaign – created by BMF – to educate the Australian community and small businesses about the new laws and measures in place to help address the issue of multinational tax avoidance.
Under old laws, some multinational corporations could minimise the tax they contribute to the Australian economy by taking advantage of international legal loopholes. It is estimated that $3.9bn could be recovered as a result of these laws and measures – money that can be reinvested back into the economy and local communities. This strengthens the integrity of the tax system and ensures that all businesses can compete on a level playing field.
Says Steve McArdle, managing director, BMF: “It’s important that the Australian public have faith in our tax system. Our task was to communicate the steps the government is taking to protect its integrity. In doing so, we hope we’ve been able to bring simplicity and elegance to what could be considered a complex subject matter.”
BMF worked with Photoplay to bring the set to life, ensuring it 
worked both mechanically and was aesthetically interesting. Illustrations, 3D CAD blueprints and physics-based visualisation software were used to develop a rough edit before building began. The model was then created with raw and painted wood, metal embellishments, perspex and 3D printed resin.
The campaign is being rolled out nationally and includes TV, online videos, print, radio and digital (https://fairtax.gov.au/), and aims to reassure Australian taxpayers that the Government is taking serious action to ensure profits that are earned here are taxed here.
Agency: BMF
Executive Creative Director: Cam Blackley
Creative Director: Ant Hatton
Art Director: Jessica Roberts
Copywriter: Justin Butler
Print Designer: Catarina Duardo
Executive Planning Director: Christina Aventi
Head of Planning: Hugh Munro
Managing Director: Steve McArdle
Senior Account Director: Peitra Withaar
Senior Account Manager: Melanie Pisani
Agency Producers: Emma Friend and Fiona Gillies
Production Company: Photoplay
Director: Jonathan (Drop Bear) Chong
Producer: Emma Thompson
Executive Producer: Oliver Lawrance
Post Production: ALT VFX
Editors: Matt Bennett and Jay Hawkins
DoP: Simon Ozolins
Music and Sound Production: Rumble Studios
Production Director: Karen Liddle
Art Buyer: Basir Salleh
Photographer: Michael Corridore
Digital Producer: Laurence Pogue
Digital Designer: Marissa Karolyi
12 Comments
wow, the australian government using taxpayers money to try and convince the australian public that they are collecting taxes from tax avoiders. We know this isn’t happening, in fact the pm allegedly has a cayman island account. what a shameless piece of pr.
What a great ad, it’s so refreshing to see an innovative and unique approach to Government communication. Well done to the BMF team!
should have a disclaimer “Excludes major corporation such as but not limited to Apple, Microsoft, Fairfax Media, RACV and RACQ ”
ive seen this a few times and thought it was awesome
have to admit, i didn’t actually pay attention to what they were saying….
but then its gov, so i think i automatically switch off.
This is awesome. The craft in this spot is so detailed. Congrats guys!
@ disclaimer
RACV and RACQ are different. They are mutuals and owned by members not shareholders. As such they don’t make profits, let alone divert them overseas.
No one pisses away money like the aussie govt.
oh and photon.
SO true! ha!
Guess they need to appear to be doing something….anything…….an election next year so the papers say.
I magine there will be considerable government advertising over the next 9 months.
Some good, some bad but his one is beautifully crafted propaganda.
To all those who compliment this spot on being ‘beautifully crafted’, you are disappearing up your own backsides.
Good craft is the price of entry in modern advertising.
However, as it has ever been, it is the message which should come under scrutiny.
In that regard this is a complicated and disengaging piece using a questionable metaphor of a labyrinth.
As ‘nice’@ 6:14 put it so damningly whilst actually attempting to compliment this spot;
‘ i didn’t actually pay attention to what they were saying….
but then its gov, so i think i automatically switch off.’
I suspect this is – and will be- the reaction of the great unwashed -ie: the public – not just people like ‘nice’ who reside in Adland and therefore pay extra attention to ads.
Yeah for a spot that had an absolute minimum of 26 people involved in it’s existence … it really kinda misses the message. Looks great … and no doubt cost a pocketful given the double handling of production/post-production!
The visual design on this is beautiful.