Special K captures AFL women’s lives both on and off the field in new ‘Rise with Us’ campaign via Wunderman Thompson, Sydney
Special K has launched a new campaign in partnership with the AFL Women’s League to drive the rise of female athletes everywhere. As one of the founding sponsors of AFL Women’s League, Special K celebrates the inspiring stories of AFLW athletes as they navigate life, work and professional sport.
Created by Wunderman Thompson, Sydney in collaboration with female director Suzanne Kim, the 15” and 60” spots capture the lives of four professional AFL women’s players both on and off the field; Moana Hope, Darcy Vescio, Chloe Malloy and Monique Conti.
Tamara Howe, Marketing & Corporate Affairs Director at Kellogg ANZ explains, “Special K is a proud founding sponsor of the AFL Women’s League and we wanted to do more to tell the stories of these dedicated athletes and fantastic role models that is relatable to all people.”
Says Simon Langley, National Chief Creative Officer at Wunderman Thompson: “To follow their dreams of playing AFL, these women have to work tremendously hard; from when they begin playing as kids to the challenges faced playing professionally. It’s been a privilege working with the Kellogg’s team and the AFL to help tell the stories of these women.”
Darcy Vescio plays for Carlton Football Club while working as a freelance graphic designer.
Moana Hope was signed by Collingwood and North Melbourne while caring full-time for her sister Vinny, juggling media commitments and running her own business.
Monique Conti is a dual-sport representative, playing for both ALFW’s Western Bulldogs and the Women’s National Basketball League’s Melbourne Boomers while studying a Bachelor of Business. Winner of the AFLW Rising Star Award and Chloe Malloy plays for Collingwood Football Club and studies a Bachelor of Sports Media, while also completing four internships.
The “Rise with Us’ campaign builds on Special K’s #poweringyou platform, launched in time for the AFLW league kick off on February 7th 2020 and runs across TV and digital.
Wunderman Thompson
Simon Langley, National Chief Creative Officer
Ana Lynch, Partner
Sinead Roarty, Creative Director
James Southey, Copywriter
Amee Wilson, Art Director
Rebekah O’Grady, Engagement Manager
Gabe Hammond, Senior Producer
Production Company: Collider
Suzanne Kim, Director
Lucy Pilkington, Producer
Rachel Ford-Davies, EP
Audio: Song Zu
Sound Design: Abby Sie
Music: Creative Director – Lance Gurisik, Composer – Nathan Cavaleri
Post-Production: The Cannery @ Wunderman Thompson
Editor: Joe Morris
Grade: Fergus Rotherham
Flame Op: Heather Galvin
Kellogg’s
Tamara Howe, Director of Marketing & Corporate Affairs, ANZ
Dan Bitti, Portfolio Marketing Manager
Felicha Hogan, Special K Brand Manager
20 Comments
The word ‘rise’ only mentioned 11 times within the spot. Did it raise anyone else’s vom gland?
Very similar to another ad with an infamous sports star. Mentions the word rise about 15 times
https://vimeo.com/141521110
I love this ! Beautifully shot, inspiring….I want to go eat a bowl of special K.
How many manifesto ads need to be made?
You can never have too many manifestos m8
….the chicken, of course.
https://campaignbrief.com/steggles-celebrates-true-legends-of-the-game-in-sydney-roosters-campaign-via-tbwas-eleven-pr/
BWM Dentsu Sydney launched this campaign for Sydney Kings last October.
One google search would have revealed it to Kellogg’s. Unbelievable.
https://campaignbrief.com/sydney-kings-launches-integrated-rise-with-us-brand-platform-via-dentsu-aegis-network/
Well done team. Can’t wait for the new AFLW season.
Female Nutri-Grain
beautiful ad – nice work wunderman thompson
Love it
Already did it.
Putting aside this ad in particular, the fact that the ‘manifesto’ style ad is so prevalent at the moment is a disease borne out of both pitches-for-projects style business climate and heavily researched marketing process where agencies are rewarded by basically creating ‘finished’ work to get it through the systems and layers in a way that everyone can understand with no need for imagination (especially when other agencies are in direct competition).
If you have a new concept that no ones ever seen it’s usually, by definition, more difficult to get across at concept stage. You can’t just go and find finished film reference on the internet.
Inversely, finding a bunch of stock footage, a kicking music track and a voice over and editing it together into an ‘anthem works wonders around the board room tables full of clients or research groups. Difficult for a sketchy concept, no matter how fresh, to beat a basically finished ad.
And that’s one of the reasons why advertising seems so predictable these days.
Sounds like a scratch voice over.
Shame.
I liked the line and the link to both AFL and the brand. Then I watched the ad and felt like it was a huge opportunity missed. The VO is so laboured – the repetition of the word ‘rise’ really grates on you after about the fourth mention. The visuals themselves also feel a bit saccharine too. Even as a manifesto it could have been grittier and more inspirational. Oh well, maybe next time.
Hang shit on anything. This stands out in a bland category.
Left me wanting to know more about these inspiring women. Well done Wunderman.
I’m off to buy some Special K.
Well done to all those involved. Nice work!
Hell said ‘ol chap.