The R&A linked up with Wales captain and Los Angeles FC star Gareth Bale for a new animated campaign aimed at encouraging more people (new and lapsed) to play golf in order to improve their health and lifestyle.
The animated storytelling spot was created by sports and wellbeing creative agency MATTA and produced by Ritzy Animation and tells a tale of three characters from various different backgrounds inspired to play golf and gain from mental, physical and social benefits linked to the sport.
The animation promotes The R&A’s global ‘Golf is Good’ partition programme: an initiative which emerged from recent scientific and medical research and promotes the health and wellbeing benefits of playing golf. R&A ambassador Bale’s involvement links to the fact that the initiative is being piloted in Wales via a partnership with Wales Golf and to his highly public passion for golf.
The film, titled ‘The R&A: Golf is Good – Gareth Bale’, dropped across the organisation’s digital and social channels and on Bale’s personal platforms from 11 August.
The initiative, which is backed by the British Heart Foundation, is backed by a set of social content and runs through Wales during Summer/Autumn 2022 ahead of a wider international roll out.
“I’m proud to be involved in this health campaign with The R&A and it’s great that Wales is the pilot market,” commented Bale who recently signed a new contract with MLS side Los Angeles FC. “Through the animated video, I’m keen to show how golf helps me in my life. It allows me to get away from football, socialise with others in green space and enjoy a form of exercise. I hope the campaign shows people that golf has many health benefits and can keep you fit, happy and be enjoyed by everyone.”
“Through this animation we’re showing the health and wellbeing benefits Gareth gets from golf in a way that simply wouldn’t be possible through more conventional means. It was a great challenge and privilege to create a 3D model of Gareth to introduce him into the Golf is Good animated world – and we’re thrilled with the result!”
Matt Hunt, Executive Brand & Strategy Director at MATTA, added: “We proposed animation to answer this brief because it opens up whole new ways to communicate rational messages in an emotionally engaging way.
Comment
This initiative followed from a campaign which rolled out earlier in the year that saw Bale pair up with former One Direction star Niall Horan and golf management outfit Modest! Golf to back The R&A’s drive to get more people playing golf – with a focus on youngsters and women.
Leave a comment
You must be logged in to post a comment.