New Campaign for ASICS New Look Wallabies Jersey

May 17, 2016

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 Wallaby fans to Pull On The Gold this footy season.  

The campaign being rolled out across TV, Digital, Social and Print and In-store.


Front and centre to this campaign, is an emotive film speaking directly to Wallabies fans and holding them account to their support of the team they support.  The film provokes the question to fans – “How much do you want the win?” and contrasts that to the sacrifice & commitment that each player makes to pull on the gold before a game before doing 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.
Fullback 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.”


1 x 30sec TVC
1 x 60sec Film (Broadcast and Digital)
5 x 15sec Player Vignettes
2 x Campaign Hero Images (POS, Print, Display)
5 x Social Stills
2 x Cinemagraph (Wiggle Gifs)
10 x Training Kit shots


Strategy Director –  Tom Phillips
Director – Melvin J. Montalban
Executive Producer – Dave Jansen
Producer – Annie Schutt
Account Director – Andrew Wolfe
Production Manager – Morgan Taylor
DOP – Aaron McLisky
1st AC – Jeff Truong
Steadicam – Tim Walsh & Jono Tyler
Art Director – Tylah Pratt
Editor – James Ashbolt
Check out more from Melvin J. Montalban here

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