To launch its three-year national sponsorship of Football Australia’s “MiniRoos” program, Priceline Pharmacy has launched a campaign via Banter, to celebrate those not just on the field, but the off-the- field stars of the game.
The short film centres on the story of a real-life mum and son (from the Port Melbourne Soccer Club) and the journey they have been on to get to a moment where her son is able to kick the hero goal.
The film then rewinds to tell the story of what goes into scoring that goal, celebrating his mum, and the daily contribution she has made in raising him in a healthy and happy environment.
As the Official Health Partner of the MiniRoos, Priceline Pharmacy is set to go on a journey to connect families in their local communities, promoting the benefits of a healthy and active lifestyle.
Says Gabrielle Tully, head of marketing, Priceline Pharmacy: “Priceline Pharmacy’s 470 stores and the MiniRoos clubs around Australia, both play integral roles in their local communities. This film is a celebration of the power of mum and dad, reminding parents of the impact that they have on their children, particularly when it comes to leading an active and healthy lifestyle.”
Says Paul Den, partner and co-founder, Banter: “Casting a real family that live and breathe football was vital to making this piece authentic and reflective of the power of parenthood, it was really special to be on set to witness the admiration between son and his mother.”
The campaign will run across social, digital and TV and will form part of a bigger program to drive awareness and engagement with between Priceline Pharmacy and parents everywhere.
Client: Priceline Pharmacy
Gabrielle Tully: Head of Marketing
Hayley Conway: Sponsorships & Event Manager
Lucy Davies: Brand & Media Manager
Paul Den: Partner & Co-Founder
Mitchell Loadsman: Partner & Co-Founder
Pippa Hancock: Client Director
Aidan Lynch: Content Creator
Production Company: Bravada Films
Dean Codrington: Director/Producer
Shaun Herbertson: Director of Photography
Sonic Playground: Audio Mix