Sportsgirl enlists 12 unique Australian girls for new ‘Be That Girl’ campaign via Joy Collective
Today Sportsgirl has launched its new manifesto – Be That Girl, which is accompanied by a new campaign via Joy Collective.
Much more than just a campaign, Be That Girl is a movement, a mantra, an ongoing ethos for one of Australia’s most iconic retailers.
This announcement represents the first chapter for Be That Girl, with a campaign featuring 12 incredible, talented and unique Australian girls. Raw, real and free of re-touching, Sportsgirl are here to celebrate all Australian girls in this powerful campaign.
The cast includes: DJ and cool-girl Flex Mami, TV presenter Carissa Walford, Paralympic snowboarder Joany Badenhorst, Indigenous political activist Aretha Brown and transgender model Manahou Mackay to name but a few.
Says Colleen Callander, CEO, Sportsgirl: “For 70 years, Sportsgirl has been embracing Australian lifestyle and culture. We connect with Australian girls during their transition from girlhood to womanhood and understand the issues that are central to young women today.
“Over 50% of Aussie girls feel worried about being different; over 65% feel worried about their body; and over 70% feel worried about their future. We want to help empower all girls to feel confident, 
capable and strong in they own identities no matter that they’re trying to achieve. With the launch of Be That Girl, we want everyone to join us in taking a moment to celebrate the amazing stories of unique girls in the hope that in inspires every Australian girl to be whoever they want to be.”
The campaign includes digital, in-store, print and OOH.
National Marketing Manager: Kate Rees
PR & Events Coordinator: Annalise Pettinella
Creative, Production & Amplification: Portas
CEO: Colleen
Callander
Strategist: Anna Stevens
Creative Director: Luke Furniss
Creative and Director: Joy Collective
Copywriter: Carissa Walford
Senior Producer: Sunny Grace
Film Director: Nathan Lewis
Editor: Joy Collective
PR: NAC Media Group
Media: Direct
Stills Credits:
Hair: Sophie Roberts
Styling: Nicola Colbram
Photographed by: Ben Sullivan
10 Comments
Talk about PC overload. I long for the day when the reason for buying a piece of clothing is simply because ‘you need it’, ‘you want it’, or ‘you think you look good in it’.
agreed
I long for the day when people like @leaveitalone realise this “PC” shit is incredibly important and should be applauded. There is not enough diversity in casting, not enough representation in jobs or on our screens.
Nice work all involved.
The photography is very bland…. No budget??
The casting is great – all the women are fantastic. Great step forward for a notoriously conservative fashion brand.
However, the film looks like a found-footage docu-drama about serial killers. It gave me a headache. The photography looks like a compromise between tumblr/instagram cool girl minimal realism and fashion retail polish and as a result ends up being successful at neither.
Also, not sure I love that they’ve cropped out the body of the only plus size girl shown, but fair play, that might be in the full suite of stills.
When you hear whining about PC, you know a dickhead is flapping their gums.
I’m into the message this is TRYING to send but it feels very formulaic, all the quotes were so vague and generic and there was only one tiny glimpse of one plus size model. It just doesn’t feel genuine at alllllll, very predictable, and visually cliche. Good try….?
“Much more than just a campaign, Be That Girl is a movement, a mantra, an ongoing ethos…” and a total wank. All it’s missing is the girl in the Sportsgirl-branded hijab to tick all the virtue signalling boxes.
Sportsgirl are notoriously conservative so this is a good step forward 👏👏 however I think brands like H&M , boohoo etc have done a better bigger job with more authenticity particularly around ethnic diversity and plus size- given Sportsgirl don’t go over a size 16!?
I’m so proud of my not so little girl, she’s grown up so quick, I’m so disappointed though as I weren’t notified before the photo shoot was taken, not that I would have stopped it or anything as it’s all she’s ever wanted to do all her life