The Canadian Olympic Committee (COC) and CBC/Radio-Canada teamed up with Toronto agency The Hive for a Paris 2024 ‘Brave Is Unbeatable’ multi-platform, multi-stage campaign chronicling the inspiring journeys Team Canada athletes. Objective The campaign goal was to build excitement around Paris 2024 and support for the Canadian team through a message that celebrates overcoming adversity.… Continue reading Michael J Fox & Celine Dion Showcase Inspiring Olympic Athlete Journeys In Team Canada and CBC/Radio-Canada ‘Brave Is Unbeatable’
Tag: Radio
UEFA Sponsor Lay’s Uses AI To Change Brazilian Female Football Commentator’s Voice Into A Male One In ‘Disguised Commentator’ Live In-Game Experiment Against Soccer Sexism
PepsiCo snack brand Lay’s activated its Women’s UEFA Champions League (UWCL) partnership in Brazil through a gender equality ‘Disguised Commentator’ initiative challenging prejudice in soccer through an AI supported social experiment built around female football commentary. Objective Like in many other countries, in Brazil there remains plenty of conscious and unconscious prejudice around women in… Continue reading UEFA Sponsor Lay’s Uses AI To Change Brazilian Female Football Commentator’s Voice Into A Male One In ‘Disguised Commentator’ Live In-Game Experiment Against Soccer Sexism
Boston Pizza’s ‘Team Up For The Cup’ Calls For Canadian Unity In Stanley Cup Quest
On the eve of the Stanley Cup playoffs, Canadian based Boston Pizza is urging all Canadians to come together at the climax of the NHL season and cheer for Canadian success through an integrated campaign created with agency Camp Jefferson called ‘Team Up For The Cup’. Objective Of course, the brand and agency marketers obviously… Continue reading Boston Pizza’s ‘Team Up For The Cup’ Calls For Canadian Unity In Stanley Cup Quest
AFL’s Fremantle FC Launch ‘The Best Things In Life Are Freo’ Ahead Of New Season
Western Australian AFL team Fremantle Football Club teamed up with creative agency Marketforce and media giant OMD on a new season marketing campaign called ‘The Best Things In Life Are Freo’ to solidify its community links, build buzz ahead of kickoff and promote ticket sales. Objective The brief was to mark the club’s 30th anniversary,… Continue reading AFL’s Fremantle FC Launch ‘The Best Things In Life Are Freo’ Ahead Of New Season
KIA Australia Launches New ‘Ute’ Campaign During Vegas NRL Games Via Spot Stuffed With Aussie Sporting Icons
Debuting on air during the NRL’s much-discussed double-header in Las Vegas, Kia Australia launched a campaign for its (as yet unreleased) new ‘Ute / Yoot’ (utility vehicle) through a hero commercial revolving around the idea that the vehicle hasn’t been named yet and which is simply stuffed with Aussie sporting legends. A distinctly Australian piece… Continue reading KIA Australia Launches New ‘Ute’ Campaign During Vegas NRL Games Via Spot Stuffed With Aussie Sporting Icons
NatWest & Team GB Olympic Stars Encourages Everyone To Reach Their Goals In ‘Let’s Get Going’
February saw NatWest fire the starting gun on its Team GB Olympic partnership activation with an integrated campaign called ‘Whatever Your Goals, Let’s Get Going’ which features a strong line-up of British medalists striving to reach their goals and encouraging everybody to do the same. The finance brand will bring this Paris 2024 partnership to… Continue reading NatWest & Team GB Olympic Stars Encourages Everyone To Reach Their Goals In ‘Let’s Get Going’
Paralympics Australia Launches ‘Imagine What We Can Do’ Campaign Ahead Of Paris 2024
9 February saw Paralympics Australia launch a new campaign aimed at encouraging Australians to throw their support behind the Paralympic team ahead of the 2024 Paralympic Games in Paris. Titled ‘Imagine What We Can Do’, the campaign was developed by Publicis Worldwide Australia and inspired by Paralympics Australia’s new brand positioning ‘Imagine What We Can… Continue reading Paralympics Australia Launches ‘Imagine What We Can Do’ Campaign Ahead Of Paris 2024
BBC News, Entertainment & Sport Combine To Leverage Drama Around Klopp’s Liverpool FC Exit
The BBC’s in-house marketing and promotional team – BBC Creative – reminds Brits that the state owned media giant offers more than TV and radio as it leveraged football news of iconic Liverpool FC’s manager Jurgen Klopp’s end-of-season departure – heartbreaking news for fans and for the city. The BBC released a tactical ad on… Continue reading BBC News, Entertainment & Sport Combine To Leverage Drama Around Klopp’s Liverpool FC Exit
Uber One Pairs Up With Andrew Agassi To Serve Up A Mullet-Inspired AO Winner
Uber One worked with agency Special Group to serve up an integrated, comic campaign leveraging its Tennis Australia’s 2024 Australian Open partnership fronted by (re-mulleted athlete ambassador and tennis legend Andre Agassi. Rolling out from early January, this integrated activation ran across TV, BVOD, online video, OOH, radio, social media and online owned channels. The… Continue reading Uber One Pairs Up With Andrew Agassi To Serve Up A Mullet-Inspired AO Winner
Melbourne Racing Club Launches ‘It’s Time To Re-Wild’ Campaign For Caulfield Cup Carnival
September saw the Melbourne Racing Club (MRC) launch an integrated campaign called ‘It’s Time To Re-Wild’ which invited racegoers to experience a different kind of horse racing Spring Carnival encouraging them to break out of a collective post-covid, post-Winter malaise and embrace a vibrant and unexpected world of food, fashion, fun and racing at Caulfield.… Continue reading Melbourne Racing Club Launches ‘It’s Time To Re-Wild’ Campaign For Caulfield Cup Carnival
Xero Activates FIFA Women’s World Cup & FA/Lionesses Tie-Ups Via ‘Dream Bigger’
Xero leveraged its sponsorship of the FIFA 2023 Women’s World Cup and The Football Association’s Lionesses via an integrated ‘Dream Bigger’ UK campaign built around the idea that whether you run a small business or play football everyone has big dreams. Xero has a strong presence in UK football: it is not only… Continue reading Xero Activates FIFA Women’s World Cup & FA/Lionesses Tie-Ups Via ‘Dream Bigger’
McDonald’s Australia Leverages Origin Series With Two-State ‘Footy. I’m Lovin’ It
McDonald’s Australia celebrated its love of footy in a campaign leveraging the annual State Of Origin Series between New South Wales Blues (NSWRL) and Queensland Maroons (QRL) which ran in a pair of regional 360-degree campaigns in each state which both celebrate the fans, the coaches and the players and the ritual of a pre-… Continue reading McDonald’s Australia Leverages Origin Series With Two-State ‘Footy. I’m Lovin’ It
