Australian Golf has launched a new mindfulness campaign with the release of a three hour long slow-TV feature film Tee Your Mind, in partnership with M&C Saatchi Sport and Entertainment Sydney.
With an enduring history in Australian sport, golf has long been enjoyed by people of all ages and skill levels. Whilst the game boasts an array of social and physical benefits for players, the positive mental health impacts of golf are widely unknown. This called for a fresh perspective on a traditional game, with a campaign that sheds light on the mindfulness benefits of the sport and why golf is good for your mind.
The ‘Tee Your Mind’ integrated campaign was brought to life by Sport and Entertainment across content, social and PR and is the first of its kind for Australian golf, using slow TV to uniquely shy away from the wave of emotional cues and fast-paced content synonymous with today’s television. A calm inducing voiceover immerses viewers on a three hour long journey down the fairway, emulating the sense of relaxation an afternoon spent amongst nature provides.
Says Steve Martin, global CEO, M&C Saatchi Sport and Entertainment: “This is such an important moment in time to champion mindfulness generally and to be able to use golf to support that feels very fresh. Tee Your Mind is essentially a ‘new-to-golf’ experience uniquely able to showcase the soothing nature of the game and the inherent benefits to your mindset. The backdrop of Australian courses fitted perfectly to the creative idea and the natural landscapes helped produce a stunning viewing experience.”
Created in collaboration with post production company White Chocolate, the film spans from day to dusk, shot at Collaroy’s Long Reef golf club and St Michael’s golf club in Little Bay, Sydney.
Says Andrew Newbold, chairman, Golf Australia: “We hope this film can help in shifting people’s perception of golf beyond the physical benefits and into the positive mental health elements. The concept may be different to traditional positioning of golf, but we are looking forward to having new conversations about the many great aspects of our sport.”
Tee Your Mind launched on Friday 4 September following a growing trend of people turning to golf this year with the highest rounds in recent history played in the month of June.
Client: Golf Australia
John Sutherland – General Manager – Marketing and Communications
Cameron Wade – Special Projects Senior Manager
Justin Falconer – Digital Content Coordinator
Client: Professional Golfers’ Association of Australia
Jonno Nash – Media and Communications Manager
M&C Saatchi Sport and Entertainment
Steve Martin – Global CEO
Jon Kelly – Creative Director
Krystyna Frassetto – Head of Communications
Saynaree Oudomvilay – Account Director
Hazel Nichols – Senior Account Manager
Madison Lawler – Senior Account Executive
Megan Leckey – Designer
David Mosqueda – Grader
Tex Loveday – Editor
Chris Klockner – Producer
Chris Grocott – Post Producer
Augustin Chauvet – Director of Photography
Josh Wermhut – Sound