Dove distilled what "real beauty" meant when it came to women. Now the Football Federation of Australia are trying to challenge traditional perceptions of beauty... in sport.
It's not hard to make football fans tell you what they love about their sport. But the Football Federation Australia's latest campaign for the 2014/15 season of the Hyundai A-League tries to distil just what it is about the game that makes it "beautiful."
The campaign by BMF Sydney challenges comparisons made between the A-League and other games by positioning "the beautiful game" as something unique.
BMF ECD Cam Blackley said: “We’re challenging those who compare A-League to Serie A, La Liga or the EPL. A-League is a uniquely Australian brand of the beautiful game. It’s quick, raw, physical and loaded with skill that impresses the big names that come to play in it. It’s our beautiful game and we’re bloody proud of it.
The campaign will kick off with a TVC. The A-League season starts this weekend from Friday at 7.30pm AEDT on SBS ONE and FOXTEL. You beauty!
Credits:
Head of Corporate Affairs and Communications: Kyle Patterson
General Manager Marketing and Fan Engagement: Rob Squillacioti
Marketing Executive: Matthew Phelan
Executive Creative Director: Cam Blackley
Senior Copywriter: Jim Curtis
Senior Art Director: Ryan Fitzgerald
Group Account Director: Anthony Moore
Account Director: Will Woods
Planning Director: David Hartmann
Agency Producer: Esta Lau
Director: Ash Bolland
Production Company: Curious Films
Producer: Tara Riddell
Executive Producer: Peter Grasse
Editor: Alexandre de Franceschi
Post Production: The Editors
Music: Rafael May
