Full-service agency Spinach has delivered the next iteration in the Drummond Golf ‘The Love of Golf’ campaign, further establishing the brand as the retailer for lovers of the game at every level.
Conveying deep insights into why people play, showcasing a diversity of people, ages, abilities and courses, the latest instalment in the campaign speaks to long-time fans of the game as well as the influx of new and lapsed golfers.
Spinach has created a series of video assets with a 60-second brand TVC at the heart. The content is designed to be tailored for events in the annual golf calendar including The Masters as well as peak selling periods such as Christmas. Further instalments will also extend to addressing members of the brand’s loyalty program, Drummond Club.
Says Justin Groves, senior creative, Spinach: “This work manifests the passion and love players have for golf, projecting warmth and appeal through the style of shooting and direction. By creating a suite of video assets, we can showcase the features and benefits of the whole Drummond Golf offer and ladder down from the brand to support the upcoming retail calendar.”
The video content combines aerials, close-ups and action shots filmed at some of Australia’s most breath-taking golf courses including Cape Wickham on King Island, Kalgoorlie Golf Course, Joondalup and The Coast Golf Club NSW. Paired with a rousing poetic voiceover, the end result conveys the emotions of joy and frustration golfers experiences on long fairways, tricky greens and challenging bunkers.
Says Ben Wilson, group account director, Spinach: “Having worked on the Drummond Golf account for many years, I can safely say this production was the most challenging and rewarding of all. With travel restrictions at their worst, we sourced separate crews and cast in each state, and monitored everything remotely from Melbourne. It was a remarkable process that has produced some exquisite footage suitable for the market leader that Drummond Golf is.”
Ravi Abeyaratne, director marketing at Drummond Golf is thrilled with the result: “The Drummond Golf brand is as strong as it’s ever been and for the first time in many years, participation in the game we love is growing. New people of all ages are getting bitten by the golf bug and our business is dedicated to helping them during their golf journey. The Spinach team deeply understand our business, our franchisees and the game, and this is expressed beautifully in our new campaign.”
Client: Drummond Golf
Drummond Golf Director of Marketing: Ravi Abeyaratne
Creative Agency: Spinach
Executive Creative Director: Frank Morabito
Creative Director: Justin Groves
Writer: Frank Morabito
Art Director: Justin Groves
Group Account Director: Ben Wilson
Senior Account Manager: Gab Panther
Agency Producer: Beaver
Lead DOP: Graeme Wood
Editor: Craig Tonkin
Grading: C.J. Dobson
Music and Sound Design: Production Alley