The objective for this year was to champion the atmosphere of a live match.
The Hyundai A-League launches the second instalment of its ‘Where Heroes Are Made’ brand platform via Saatchi and Saatchi to promote the upcoming 2019/20 Season.
The ‘Where Heroes Are Made’ platform launched last year with a campaign that championed the Hyundai A-League and Westfield W-League as a place where homegrown talent can become footballing heroes.
This year, the objective is to champion the atmosphere of a live match, inspiring fans to watch heroes being made in real-time, from the stands.
Using real match footage and fan’s recollections of live game moments as inspiration, Saatchi & Saatchi partnered with Passion Pictures and 2Viente to create an animated spot that is a 30-second taste of what it feels like to be at a Hyundai A-League and Westfield W-League match.
“Being at a live match is a visceral, sensorial experience and it’s different for every fan," Saatchi & Saatchi executive creative director Rebecca Carrasco says.
"The idea was to take the experience of a live match and re-interpret it in a way that really makes you feel something.”
The spot is supported by a national OOH that carries through the animated-style to hero a player from each club.
“The Hyundai A-League 2019/20 season is a big one for football in Australia. We have moved to a new operating model for the Leagues, a new club, new venues, new coaches and new players," Football Federation fo Australia head of leagues Greg O’Rourke says.
“We set out to ensure that this season would be very different in so many ways. To ensure our campaign truly engages with our target, our brief to Saatchi & Saatchi was literally to assault our viewers’ senses and get people talking about the new season kicking off.”
The integrated campaign is currently in market with film, OOH, radio, digital and individual club stories with further amplification in conjunction with Starcom, Switch Digital and TLA Worldwide.
Credits
Client Lead: Kylie Lawless. Leagues Marketing Manager
Creative Agency: Saatchi & Saatchi
Chief Creative Officer: Mike Spirkovski
Executive Creative Director: Rebecca Carrasco
Creative Director: Piero Ruzzene
Creative Director: Flavio Fonseca
Senior Copywriter: Anton Posa
Senior Art Director: Simon O’Neill
National Head of Broadcast: Renata Barbosa
TV Producers: Michael Demosthenous & Georgie Patching
Print Producer: Holly De Roy
Group Account Director: James Tracy-Inglis
Account Directors: Belle Bonar & Annabelle Ewen
Strategic Planner: Donna Yan
Production House: Passion Pictures
Director: Nick Lines
EP: Graham Pryor
Producer: Adriana Wong & Chavvah Stuart
Junior Producer: Megan Plane
Colourist: Caleb De Leon
Sound Design & Mix: Simon Lister / Squeak E. Clean Studios
Sound Post Producer: Angelina Phengphong / Squeak E. Clean Studios
