Midalia Steel stocks the largest range of steel in Western Australia. In 2012, we were tasked with communicating this message in an entertaining and memorable way.

While Midalia Steel has a pretty wide target audience, the rural sector makes up a significant portion of this, and so our TVC had to appeal to them. Bikes and motocross are an intrinsic part of life in the farm so when we came up with a concept that involved them, we knew we were onto something. Keeping the main message front and centre was of course essential, as was getting their lovable mascot ‘Bruce’ to play the starring role. Once we had these elements in place, it was just a matter of taking the (creative) leap. Literally!

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