Cronulla Sharks search for fiercest version of its mascot in its new campaign via GPY&R Sydney
The Cronulla Sharks have unveiled their 2014 campaign, the likes of which the NRL or any other sporting team worldwide has never seen before via GPY&R Sydney
Called ‘Feeding Time’, the initiative sees Sharks legends Andrew Ettinghausen and Stuart Raper travel to Cape Town, South Africa, to find the fiercest version of the Sharks mascot in the flesh.
Joined by shark conservationists and award-winning shark documentarians, the boys set about giving the NRL a taste of things to come in 2014.
Taking the seal decoys used by scientists to study the behaviour of Great Whites, the lads dressed them in each one of the opposition’s team jerseys before throwing them overboard, one by one.
Says Ettinghausen: “It literally took two minutes for a four point five meter monster to come out of the water and sink its teeth into the Manly strip.”
Importantly, the entire activation was conducted under the supervision of shark experts, using specially designed soft decoys that are regularly used in research.
The tattered jerseys themselves will be auctioned off to fans later in the season with all proceeds going to shark conservation.
The content will be available to fans at the Sharks website, as well as appearing during home games at Remondis Stadium and on interactive print that let fans Blippar video evidence of how a Bulldogs, Knights or Titans shirt was torn to shreds.
The ultimate sledging tool, ‘Feeding Time’ will also let fans share content with their mates ahead of each game.
Says Damian Keogh, Cronulla Sharks chairman: “We’ve set some pretty aggressive targets for ourselves this year. ‘Feeding Time’ is a fresh way to send that message and at the same time ignite the passion of our loyal members and fans.”
Says Andrew Dowling, Y&R Group MD: “When the creative guys Bart and Dave came to me with the idea my immediate reaction was ‘What the hell?’. But then the 30+ year Sharks loyalist in me kicked in and it became ‘Hell Yeah!’. I immediately picked up the phone.”
The ‘Feeding Time’ activation is part of the broader repositioning of BORN WITH IT, created for the club by Patts Y&R Sydney, reaffirming to fans Australia-wide that ferocity, fearlessness and a sense of fun are some of the qualities that the Sharks have had from day one.
Asked if they had anything to add, Patts Y&R creative directors Bart Pawlak and Dave Joubert responded with three words: “Up, up Cronulla!”
Watch the individual ‘team sledges’, before sending them to your mates, by clicking on the NRL team icons at the end of the film.
Creative Directors: Bart Pawlak & Dave Joubert
Account Management: Aaron Swan
Strategy: Bohdi Lewis
Creative Team: Bart Pawlak, Dave Joubert, Dean Mortensen, Jason Kempen, Bradley Stapleton, Jennie Burton, Liam Seymour
Head of Content: Elissa Maine
Post Production: Marton Papai
Digital Production: VML
Production Company: Ikraal Cape Town
Music Composition: Amb Music, UK
DOP: Charles Maxwell
14 Comments
Very clever idea.
Not so cool if you happen to be a surfer in Cape Town. The number of fatal attacks have significantly increased since people started doing such a great job of associating human activity with easy access to food. I have lots of mates who no longer surf False Bay after a few too many close encounters.
Genius idea! Take note NRL.That’s how you do a season launch campaign.
Not a bad idea just a pity that Cronulla are more associated with the Wobbygong than the Great White. Mind you on the subject of circling sharks. I find it interesting how many clubs are doing their own campaigns these days and how many agencies prepared to do it… .maybe they’re auditioning for a crack at the NRL business. Hardly surprising when you look at the disastrous crowd figures which should come as no shock when all the NRL has done is air that bloody awful, horribly boring membership campaign. You would think they were selling funeral insurance rather than a product built upon excitement..
Outstanding idea! The most original and interesting thing I’ve seen in sport advertising for ages. Fans will love it, other teams will notice it. Really well done GPY&R team.
Damn. I love this, but hate it also.
Animal. F’ Yeah.
They should do a tie-in with the WA Save The Sharks campaign.
LOVE IT… Wish it was mine.
Love it. This literally devours all the other NRL work I’ve seen so far. More of this please- this sharkie is ready for dessert.
It’s a great Idea that fits the team perfectly. Whenever I look at the Roosters now, all I’ll see are seal pups.
The fact that this isn’t just a one off ad, that it engages fans on every level, not only from the Sharks but also potentially other clubs as well – is what makes this idea so great! And the fact that the jerseys will be auctioned off for shark conservation? That’s the gold!
Carn the sharkies.
Outstanding work. Will do great things for the club’s awareness, memberships, and ticket sales. Also promotes the wider competition beautifully.
GPY&R/VML are doing the best work across Oz right now.