How much do you want the win?
Melvin J. Montalban
ASICS Oceania briefed us to create a campaign that would drive sales of the new look Wallabies Jersey and local relevance of their global brand proposition – WANT IT MORE. Tying in with the winter international test season we developed an integrated campaign idea to act as a call-to-arms – encouraging all Wallabies fans to Pull On The Gold this footy season.
The campaign is being rolled out across TV, Digital, Social, Print and In-store. Front and centre of the campaign, is an emotive film speaking directly to Wallabies fans – holding them to account for the support they show towards their country. The film provokes the question – “How much do you want the win?” and contrasts that to the sacrifice & commitment that each player makes to Pull on the Gold before each game to do battle for their county.
The 30” and 60” versions feature various shots of Fans on their way to a big game and the players including Israel Folau, Kurtley Beale and Stephen Moore, putting in the effort and making personal sacrifices in order to don the gold jersey.
Wallabies player Folau said in a statement that this theme is “perfect for our squad” as it embodies the team spirit central to the sport. “We know that as a playing group, the harder we work both as individuals and as a team the more we can achieve.”