November 2011 saw Infinity Squared launched a new campaign for ASICS to coincide with the leading global sportswear manufacturer’s recent unveiling as the new official footwear and apparel sponsor of Cricket Australia.
The approach sees the use of longer format (digital) content to influence the creative for a 30-second format, an approach which Infinity Squared creative director Nick Boshier insists was important in delivering something real that would connect with people.
The longer format mini-documentaries communicate powerful insights on the motivations and challenges faced by Australian cricketers in their journeys to achieving their sporting goals. It’s not all glitz and glamour as some media would lead people to believe. It’s about hard work, dedication, and constant evolution.
The respective journeys of Australian cricketers Michael Clarke, Shane Watson and Brad Haddin are very different but all are inspirational.
The 30-second TVCs also feature the same players but focus more on the culture and goals of the Australian cricket team rather than their paths as individuals. It’s about what it would take for the team to get back to the top of world cricket.
The TVCs will launch this week on Fox Sports while the three longer form documentaries will run across multiple digital and social media platforms when the Australian cricket team are back on local shores.
One of the objectives behind the initiative was to humanise the stars in sport and communicate that achieving one’s goals is as much about training the mind as it is training the body. The voice over, the visual style, the beauty of the imagery, the overall communication aim to reflect the simplicity of overcoming and stripping oneself of the things that hold people back.
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The campaign fits neatly in line with the brand’s wider ‘True Sport’ positioning which is being rolled out in 2012. True Sport is about the journey that each and every athlete, amateur or professional, embarks upon to achieve their sporting goals.
“Setbacks and challenges are very much a part of that journey,” explains ASICS marketing manager San Chew. “The Australian cricket team has just embarked upon their journey back to the top of the cricket world and the spots will give cricket fans a rare glimpse into what drives our cricket team.”
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