The Melbourne Mindset series, presented by IG Australia, investigates the psychological side of AFL Football by sharing a rich story that would typically not make it out of the walls of the Melbourne Football Club.
Working with agency partners Sunday Gravy, Wavemaker and Dentsu Creative Public Relations, the team developed a concept that taps into the deep connection and partnership between IG Australia and Melbourne Football Club.
The series explores the mental side of the game and investigates the strategies those within the club employ to stay committed to The Melbourne Mindset.
The first episode launched on Monday night with Captain Max Gawn and Dees legend Garry Lyon chatting about Gawn’s recent knee injury.
Melbourne Football Club’s chief commercial officer, Chris Kearon said it was most important to communicate the real and deep connection between trading and footy.
“In football and in trading the mind is one of the most powerful tools players and traders have access to. And we know how much influence the mind can have on peak performance," said Kearon.
“Our players must have their minds coached and trained to overcome adversities and their emotions to operate at their best. This is The Melbourne Mindset. We’re proud of this series launch and its message, encouraging our players and IG’s traders to raise the bar in everything they do.”
IG Australia’s head of marketing, Kassandra Humphreys, said she is excited about the strong link between the psychology of playing elite sports and trading.
“We are thrilled to showcase the importance of The Melbourne Mindset for both traders and players," said Humphreys.
"We know this to be as important in trading as it is in football. IG is proud to support our traders as well as Melbourne’s players commited to the mindset.”
IG first joined Melbourne Football Club in 2015 and is now their official trading partner.
This is the first content piece created by the partnership. Beyond the creative which is already live on the club and IG’s channels, the first episode has already featured on Sports Televison and Radio stories.
An excerpt of the video can be viewed here.
Credits:
Client: IG Group
Kevin Algeo, Head of APAC & Africa
Kassandra Humphreys, Head of Marketing
Raph Krell, Marketing Manager
Yao Yao, Marketing Executive Partner: Melbourne Football Club
Creative agency: Sunday Gravy
Media Agency: Wavemaker ANZ
Gabriela Stewart, Client Managing Partner, Wavemaker ANZ
Alexia Antonis, Group Director Content & Partnerships, Wavemaker ANZ
Kohan Carutthers Taylor, Client Associate Director, Wavamaker ANZ
PR agency: Dentsu Creative Public Relations
Managing Director: Simone Pipkorn
Business Director: Madeleine Page
Senior Account Manager: Isabella Carson
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