To activate both its Cricket Australia (CA) and Football Australia (FA) partnerships and support a summer of women’s cricket (which includes an Ashes series against England) and football, Commonwealth Bank’s ‘The Game Changers’ champions both elite and grassroots female cricketers and footballers who – through their skill and passion – are moving the games forward and changing it for the better.
Aiming to ensure that women are better represented in sport and their achievements are properly recognised, the campaign features high-profile athletes Ellyse Perry and Sam Kerr alongside women and girls who live and breathe the sport at a grassroots level such as Anyier, Dharmini, Evie and Zoe.
Launched in the last week of November, the activation is spearheaded by a dynamic and empowering hero 30-second TV spot – set to a ‘F E M A L E’ track by Aussie artist Sampa The Great – showcasing the female sporting talent and supporting the game changers in their fields.
The hero creative rolled out various 30-, 15- and 6-second versions with specific football and cricket focuses for different television programming and it is supported by OLV and an extensive large and small format OOH buy, as well as by digital and social assets showcasing stories of the grassroots ambassadors in greater depth.
From grassroots to the elite level, we’re championing those who are changing the game for the better. pic.twitter.com/muBVr3rbVp
— CommBank (@CommBank) November 23, 2021
The campaign, created in tandem with creative agency M&C Saatchi Sydney, sees CA’s banking partner refresh its long-running support for women’s cricket through the summer and its recent official women’s football sponsorship of The Matildas national team.
“Our long-standing support for women’s cricket coupled with our new sponsorship of women’s football has helped us understand the importance of creating equal access for players of all ages, genders and abilities to participate in sport,” explained Commonwealth Bank General Manager of Brand and Sponsorships Dianne Everett. “We are proud to support Australia’s future game changers through women’s sport from grassroots to elite levels. Our commitment to two of the country’s favourite sports will further inspire women and girls to be active and play a game they are passionate about.”
M&C Saatchi Group AUNZ ECD Mandie van der Merwe added: “When I was growing up, it was rare to see anyone like me catch or kick a ball. There weren’t many women in sport on TV. CommBank’s renewed support of women in sport is not only important because it makes transformation possible now, it’s vital because it allows future generations to watch these game changers on-screen and imagine the possibilities for themselves.”
The campaign was created for CommonwealthBank by a team at creative agency M&C Saatchi Sydney which included Chief Creative Officer Cam Blackley, Executive Creative Director Mandie Van Der Merwe, Creative Director Rosita Rawnsley-Mason, Senior Copywriter Georgie Waters, Senior Art Director Felix Ettelson, Senior TV Producer Sarah Cowen, Lead Project Director Rachel Strobridge, Lead Print Producer Greg Hyslop, Group Strategy Lead Catherine Mellon, Senior Strategist Oliver Wilson, Group Head Charlie Elliott and Senior Account Director Alexandra Sherbon.
The production company was Scoundrel with films helmed by Director Lucy Knox with Executive Producers Adrian Shapiro and Kate Gooden, Producer Holly Winter, DOP Max Walter, Editor Stewart Arnott, Grade Ben Eagleton, Online Simon Deighton, plus Animators Gina Wagstaffe and Max Clifford of Heckler. The sound studio was Song Zu with sound design by Abby Sie and sound production by Meg Drummond.
Commonwealth Bank’s support for Women’s Cricket for more than 20 years has provided countless more opportunities for more girls to participate in the sport, and their new partnership with Football Australia makes them the largest supporter of women’s sport in the country.
The bank has worked with Cricket Australia to help grow the women’s game across the entire pathway – from community all the way up to the Australian team – and notable initiatives have included its 2020 ‘C’mon Aussie’ campaign, as well as its ‘Levelling The Playing Field’ initiative in 2017 and the same year’s ‘How Much Do You Really Know About Cricket’ work.
Indeed, in the past five years, this investment (along with those in other areas of the bank’s marketing and community business including its other sports partnerships) has been particularly transformative, supporting the role models who inspire young girls to pick up a bat and ball, along with the clubs who nurture their progress.
Other cricket activation marketing highlights in recent years have included its ‘Baggy Green Tour’ with Shane Warne.