The strongest brands aren’t just recognised—they’re genuinely loved. Created for Bing Lee, the I ❤️ Bing Lee campaign transformed customer loyalty into a bold and memorable creative platform, celebrating the enduring connection between a trusted Australian family business and the communities it serves.
Freelance contract via FUPHY MEDIA GROUP.
The most memorable campaigns are often the simplest. I ❤️ Bing Lee distilled decades of customer trust into a single visual idea, creating a flexible campaign platform that celebrated the brand’s family heritage while strengthening recognition across television, retail, digital and in-store communications.
CASE STUDY
The Problem
Bing Lee required a campaign that went beyond promoting products and pricing to reinforce the emotional connection customers have with the brand. The challenge was to create a memorable platform that celebrated the company’s family heritage while remaining flexible enough to support multiple campaigns, retail promotions and customer touchpoints.
Bing Lee required a campaign that went beyond promoting products and pricing to reinforce the emotional connection customers have with the brand. The challenge was to create a memorable platform that celebrated the company’s family heritage while remaining flexible enough to support multiple campaigns, retail promotions and customer touchpoints.
The Insight
People don’t remain loyal to family businesses because of price alone. They return because of trust, familiarity and positive experiences built over time. The campaign needed to capture that emotional connection through a simple and instantly recognisable idea.
People don’t remain loyal to family businesses because of price alone. They return because of trust, familiarity and positive experiences built over time. The campaign needed to capture that emotional connection through a simple and instantly recognisable idea.
The Idea
Develop the I ❤️ Bing Lee platform as a bold expression of customer loyalty and brand affection. Inspired by the universal language of the heart symbol, the campaign transformed a simple visual device into a flexible brand asset that could be adapted across advertising, retail, digital and promotional communications while remaining instantly recognisable.
Develop the I ❤️ Bing Lee platform as a bold expression of customer loyalty and brand affection. Inspired by the universal language of the heart symbol, the campaign transformed a simple visual device into a flexible brand asset that could be adapted across advertising, retail, digital and promotional communications while remaining instantly recognisable.
The Execution
I developed the creative platform, campaign identity and supporting visual system, rolling the campaign out across television, retail point-of-sale, digital advertising, social media, outdoor communications and in-store promotional material. Every execution was designed to reinforce the emotional connection between customers and the Bing Lee brand while maintaining consistency across all channels.
I developed the creative platform, campaign identity and supporting visual system, rolling the campaign out across television, retail point-of-sale, digital advertising, social media, outdoor communications and in-store promotional material. Every execution was designed to reinforce the emotional connection between customers and the Bing Lee brand while maintaining consistency across all channels.
The Outcome
The result was a memorable and highly adaptable brand campaign that celebrated Bing Lee’s heritage and strengthened its connection with customers. The I ❤️ Bing Lee platform provided a scalable creative system that reinforced brand recognition while supporting ongoing retail and promotional activity across multiple channels.
The result was a memorable and highly adaptable brand campaign that celebrated Bing Lee’s heritage and strengthened its connection with customers. The I ❤️ Bing Lee platform provided a scalable creative system that reinforced brand recognition while supporting ongoing retail and promotional activity across multiple channels.
My Role
Creative Direction • Campaign Strategy • Brand Storytelling • Integrated Campaign Development • Art Direction • Television • Retail Communications • Digital Marketing • Point-of-Sale • Production Management
Creative Direction • Campaign Strategy • Brand Storytelling • Integrated Campaign Development • Art Direction • Television • Retail Communications • Digital Marketing • Point-of-Sale • Production Management