Netball Australia principal partner Suncorp rolled out the latest wave of its ‘Team Girls’ activation platform on 18 March with a campaign called ‘For Every Girl’s Endgame’ that celebrates all the various way that girls can ‘win’ through netball.
The latest wave of work in the Australian financial brand’s ‘Team Girls: Endgame’ platforms, developed by agency Leo Burnett Australia with Hogarth and Good Oil Films, shine a spotlight on the real life teams, lessons and friendships that stay with netball players for life.
The campaign message is that whether the ‘endgame’ is winning a trophy, developing a healthier body or mind, or building lasting friendships, this integrated campaign explores the sense of self, the camaraderie, the resilience and the support that comes from playing team sports – particularly netball.
The campaign leveraged the start of the 2023 Suncorp Super Netball Season – which is broadcast nationally on Fox and Kayo – spans TV, OOH, digital, print and social. It was spearheaded by a hero spot titled ‘Every Girl’s Endgame’ and runs with the copy line “From confidence to friendship, every girl’s endgame is different. And we’re here for all of them. That’s the Suncorp Spirit.”
The creative seeks to drive viewers to find out more about netball, the brand, the partnership and the project at a bespoke web hub.
“Following on from our 2021 campaign, ‘For Every Girl’s Endgame’ builds on the brand’s commitment to community netball, Suncorp Super Netball and women’s sports,” explained Suncorp EGM Mim Haysom. “The film heroes so many of the things that we all love about Netball and team sport — the fun and the friendship, the competition and the camaraderie and the power of girls when they stand together, both on and off the court. We hope it inspires more of our youth to put on a bib and pick up a netball.”
Leo Burnett Australia Associate Creative Director Rosie Stone added: “When it comes to playing team sport, everyone wins in different ways. By telling the story of a team who aren’t at the top of the table, we set out to celebrate what keeps girls coming back for more – whether that be the friendships they share, the memories they’re creating or the confidence it gives them.”
The campaign was created for client Suncorp EGM Brand and Marketing Mim Haysom, Head of Mass Brands and Sponsorships Rapthi Thanapalasingam, Executive Manager Of Group Sponsorships Jenny Hutchison and Sponsorship Lead Lisa Rees by Leo Burnett Australia
The creative agency team included Executive Creative Director Andy Fergusson, Associate Creative Directors Rosie Stone, Stacey Karayannis and Michael Dawson, Chief Client Partner Amanda Wheeler, Group Business Director Alex Barkworth, Business Director Lisa Dickinson-Fox, Social and Content Lead Irnin Khan, Content Manager Nick Savvas, Chief Strategy Officer Catherine King, Senior Strategy Directors Abigail Dubin-Rhodin and Dhivia Pillai and Conceptual Designer Tiffany Wilson.
The campaign was developed with production company Good Oil with Director Renée Mao, Producer Claire Richards, Executive Producer Sam Long, DOP Tyson Perkins and Art Director Sal Boucher. Editing was handled by a group at The Editors which included Lily Davis and Grace O’Connell, with Post Producer Rita Gagliardi. While Music was handled by Elliot Wheeler of Turning Studios with Producer Carla de Menezes Ribeiro, while the audio house was Bang Bang Studios and the sound designer was Sam Hopgood.
Production oversight was by Hogarth with Business Lead Ed Oakden, Production Coordinator Chelsea Higgs, Second Unit Director and Editor Alan Harca and Senior Producer Tania Templeton.
The media agency was OMD where the team included Head of Strategy Lisa Leach, Business Director Anna Higgins, Director Of Sports Partnerships Nick Hurley, Manager Of Sports Partnerships Naej Blanchard-Dunn, Assistant – Sports Partnerships Cameron Meisels, Account Manager Chelsea Jarrett, Account Executive Anthea Tang and Trading Director Stef Drazic.
Comment
As the primary partner of Netball Australia, Suncorp launched its ‘Team Girls’ platform in 2017 and it was designed to combat the high dropout rate of young women in team sport given: aiming to reverse the trend that drives 50% of all Aussie girls stop playing sport by the age of 17 years old.
This iteration of the campaign follows on from 2021’s ‘The Drive’ and 2019’s ‘Team Girls’.
Leave a comment
You must be logged in to post a comment.