| Title | CATFISH |
| Brand | BARISTA BROS |
| Product / Service | BARISTA BROS ICED COFFEE |
| Category | A01. Consumer Goods |
| Entrant | BMF Sydney, AUSTRALIA |
| Idea Creation | BMF Sydney, AUSTRALIA |
| PR | UM Sydney, AUSTRALIA |
| Production | RABBIT CONTENT Sydney, AUSTRALIA |
| Post Production | WHITE CHOCOLATE Sydney, AUSTRALIA |
| Post Production 2 | RUMBLE STUDIOS Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Alex Derwin | BMF | CCO |
| Roy Leibowitz | BMF | Associate Creative Director |
| Chris Wilson | BMF | Senior Art Director |
| Christina Aventi | BMF | Chief Strategy Officer |
| Kellie Box | BMF | Senior Strategic Planner |
| Stephen McArdle | BMF | Chief Executive Officer |
| Paul Coles | BMF | General Manager |
| Aisling Colley | BMF | Deputy Head of Account Management |
| Stephen Mesa | BMF | Senior Account Manager |
| Adam Reeves | BMF | Senior Account Manager |
| Jenny Lee-Archer | BMF | Head of TV |
| Emma Friend | BMF | Agency Producer |
| Jeff Low | Rabbit | Director |
| Alex Hay | Rabbit | Executive Producer |
| Marcus Butler | Rabbit | Executive Producer |
| Adam Wills | White Chocolate | Editor |
| Simon Duggan | Rabbit | DOP |
‘Old’ Barista Bros wasn’t part of many iced coffee drinkers’ consideration sets. The brand felt too pretentious, and the product didn’t stack up from a flavour perspective either. We needed to stand out from the category and act in a way that got us noticed, got people talking about us, trying us and buying us. How do you prove that the new taste of Barista Bros is more delicious? You ask an expert. And with 20x more tastebuds than humans, we rolled this idea out with an epic film featuring our finned friend, a catfish disguised as a human on a quest to get their fix. The campaign had epic results with increments in reach and smashed TV norms for recognition, engagement and persuasion.