Saatchi & Saatchi launches the 2019/2020 Hyundai A-League Season with second instalment of ‘Where Heroes Are Made’ brand platform
The Hyundai A-League launches the second instalment of its ‘Where Heroes Are Made’ brand platform via Saatchi & Saatchi to promote the upcoming 2019/20 Season.
The ‘Where Heroes Are Made’ platform launched last year with a campaign that championed the Hyundai A-League and Westfield W-League as a place where homegrown talent can become footballing heroes.
This year, the objective is to champion the atmosphere of a live match, inspiring fans to watch heroes being made in real-time, from the stands.
Using real match footage and fan’s recollections of live game moments as inspiration, Saatchi & Saatchi partnered with Passion Pictures and 2Viente to create an animated spot that is a 30-seocnd taste of what it feels like to be at a Hyundai A-League and Westfield W-League match.
The spot is supported by a national OOH that carries through the animated-style to hero a player from each club.
Says Greg O’Rourke, head of leagues: “The Hyundai A-League 2019/20 season is a big one for football in Australia. We have moved to a new operating model for the Leagues, a new club, new venues, new coaches and new players.
“We set out to ensure that this season would be very different in so many ways. To ensure our campaign truly engages with our target, our brief to Saatchi & Saatchi was literally to assault our viewers’ senses and get people talking about the new season kicking off.”
Says Rebecca Carrasco, executive creative director, Saatchi & Saatchi: “Being at a live match is a visceral, sensorial experience and it’s different for every fan. The idea was to take the experience of a live match and re-interpret it in a way that really makes you feel something.”
The integrated campaign is currently in market with film, OOH, radio, digital and individual club stories with further amplification in conjunction with Starcom, Switch Digital and TLA Worldwide.
Client Lead: Kylie Lawless. Leagues Marketing Manager
Creative Agency: Saatchi & Saatchi
Chief Creative Officer: Mike Spirkovski
Executive Creative Director: Rebecca Carrasco
Creative Director: Piero Ruzzene
Creative Director: Flavio Fonseca
Senior Copywriter: Anton Posa
Senior Art Director: Simon O’Neill
National Head of Broadcast: Renata Barbosa
TV Producers: Michael Demosthenous & Georgie Patching
Print Producer: Holly De Roy
Group Account Director: James Tracy-Inglis
Account Directors: Belle Bonar & Annabelle Ewen
Strategic Planner: Donna Yan
Production House: Passion Pictures
Director: Nick Lines
EP: Graham Pryor
Producer: Adriana Wong & Chavvah Stuart
Junior Producer: Megan Plane
Colourist: Caleb De Leon
Sound Design & Mix: Simon Lister / Squeak E. Clean Studios
Sound Post Producer: Angelina Phengphong / Squeak E. Clean Studios
24 Comments
‘the objective is to champion the atmosphere of a live match, inspiring fans to watch heroes being made in real-time, from the stands.’
So you used tv footage, along with on-field (fake) angles to recreate this feeling?
Have you ever stood on the stands at a football match? It’s nothing like this.
And they used animation too. I’ve never seen animation at a game. How dare they!
Didn’t Big Bash do this last year?
So Saatchi won this off Innocean? Hardly surprising but a very refreshing change.
Wow that’s fresh! Really unique for the category. I’ve definitely not seen this style for a football commercial before. Nike and Adidas watch out these guys are going to have the best 2010 soccer ad if you don’t up your game
Pretty cool I think, sport stars as super heroes has prob been done before, but what hasnt.
The animation is top notch.
Why aren’t they credited in the list?
Shame on you. You copied us.
Animation looks cool though.
Goooooooooooooal!
It’s a perfectly fine campaign but when considering that each campaign needs to be crossed off by the owners of each club it would make the process all the more difficult.
Nothing against using animation.
Just don’t dress it up as some unique fan insight
Yep I’ve seen it before, there’s nothing new, but it’s perfectly fine for what it is
If the goal was to make me want to watch Neon Genesis Evangelion, it has succeeded
Doesn’t make the hairs stand up on the back of my neck.
Imagine my surprise seeing this while watching the NBA this morning
https://www.youtube.com/watch?v=daNqUCJD2EM
Not bad for the 99th best football league in the world
Has Saatchi won the whole Hyundai account? That’s big news. I thought they still had Toyota.
Considering live action shots would feature empty grandstands, im all for the animation angle. It should really get the young potential fans pumped up too. I can’t remember a single A-League commercial since the competition was born, but I know ill remember this campaign, even if the superheroes idea has been done by other sports.
Lets hope it actually works.
Considering live action shots would feature empty grandstands, im all for the animation angle. It should really get the young potential fans pumped up too. I can’t remember a single A-League commercial since the competition was born, but I know ill remember this campaign, even if the superhero idea has been done by other sports.
Lets hope it actually works.
I’m notoriously hard to please, but I don’t mind this. Great animation and general visual appeal and a not-too-bad idea. I must be getting soft.
The opportunity to get into a punch on with Calombaris is surely a missed USP?
Considering live action shots would feature empty grandstands, im all for the animation angle. It should really get the young potential fans pumped up too. I can’t remember a single A-League commercial since the competition was born, but I know ill remember this campaign, even if the superhero idea has been done by other sports.
Lets hope it actually works.
Is it perfect? No. Is it interesting, engaging etc? Yes. Nice job. Re’ hair on neck, not for me. But I couldn’t pinpoint the greatest A League moments if you paid me. Sweet spot.
Looks great! Nice work.
You’re really proud of this, aren’t you?