Physie finds its feel-good in first national campaign via Elevencom and Pearman Media

One of Australia’s oldest dance sport organisations BJP Physie is set for a major leap forward with the launch of its first ever national advertising campaign created in partnership with creative agency Elevencom and Pearman Media.

BJP Physie established the Physical Culture movement more than a hundred years ago, and over the decades it has evolved into a sport that fuses dance styles such as jazz, ballet, hip hop, contemporary, aerobic dance and even yoga.

The new campaign aims to boost awareness of Physie as a supportive and welcoming space to dance, have fun, make friends and realise dreams inviting girls and women of all ages and abilities to “find your feel-good at Physie.”

For BJP Physie Director, Jackie Rawlings, who has been doing Physie since she was two years old, the campaign is the culmination of many years of planning: “Physie has a long and proud history, but we’re evolving with the times and offering our dancers a sport that’s perfectly suited for today.

“Everyone is welcome at Physie to share the joy of dance. Because we’re a not-for-profit organisation, powered by the passion of our teachers and members, we can deliver a fantastic dance experience at a fraction of the price of other options.”

Jono McCauley, Director of Creative Strategy at Elevencom, said the agency jumped at the opportunity to introduce a whole new generation of girls to Physie: “We looked at a lot of research that shows female participation in sport peaks at 9 years of age and then drops off steadily each year after that. Lack of confidence around sporting competence and body image is the main driver.

“We wanted to capture the incredible positive energy and inclusive spirit of Physie as a way to get more girls engaged in a dance sport they can enjoy for life.”

Tara Lamond, Group Business Director at Pearman Media said the key to the media strategy was targeting both kids and their mums in high-impact media: “Physie is a grass-roots organisation, so it felt right to reach both audiences on the street with a major bus-side presence backed by targeted digital video. The buses are already causing quite a stir with some of the young dancers spotting themselves on the posters.”

The new campaign launches nationally this week across bus-sides, BVOD, YouTube, and social.

Client: BJP Physie
Jackie Rawlings – Director
Kim Annesley – Associate Teacher

Agency: Elevencom
Tim Arrowsmith – Senior Writer
Susan Dearn – Senior Art Director
Ryan Fallowfield – Director, Creative & Branding
John McLachlan – Director, Operations
Jono McCauley – Director, Creative Strategy

Production Company: The Precinct
Anita Lee – Director
Henry Motteram – Managing Director
Amara Primero – Music Composer

Media: Pearman Media
Tara Lamond – Group Business Director
Clara-Jane O’Brien – Account Manager

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