The Work 2024 Contenders: Chisel
Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2024 Contenders. Here is Chisel’s Top 3…
ASICS: The ASICS GEL-NIMBUS
Production and Creative Agency: Chisel
Director: Emily Mays
ASICS briefed us to create short 15 second pieces of content featuring their new design of their hero shoe the GEL-NIMBUS, we counterpitched a longform “behind the design” film (we also made the 15 sec pieces too) after doing some research and discovering that the audiences (people who run for 25 km+ per week) were genuinely interested in watching longform content about running products, upwards of 10 mins!)
When our longtime client ASICS first came to us, they believed they had designed the most comfortable running shoe in the world. It was our job to prove it, so we partnered with a biomechanics lab in Adelaide, did some tests with consumers and were able to substantiate the claim that ASICS had created the most comfortable running shoe. The 25th iteration of the GEL-NIMBUS was deemed revolutionary for its unprecedented design and unrivaled comfort. From the outset, we were impassioned by the challenge of proving this comfort claim to avid runners and wanted to produce a cinematic longform campaign to show running in its purest form; uninterrupted.
The resulting campaign surpassed all expectations for a 3 minute long film – it became the most watched video ever produced by ASICS with over 2 million YouTube views, and an average in-view time of 1 minute and 7 seconds. The campaign was nominated for Best Video Campaign at the B&T 2023 Awards and led us to win B&T 2023 Production Company of the Year. During the live date ASICS had an unprecedented quarter of financial performance, surpassing global sales and revenue targets as the GEL-NIMBUS continued to be the highest selling running product for the brand.
Western Sydney Wanderers: The Fabric of this Club is all around us
Production and Creative Agency: Chisel
Director: Lachlan Macara
Fostering our partnership with the beloved Western Sydney Wanderers club for the 5th year in a row, we wanted to take the film further than just a visual experience. We wanted to capture the real textures and vibrancy of the Western Sydney community through its unique sounds and people. With the club not wanting to part ways or move on from a 10 year old brand platform WE ARE THE WEST, Chisel used the rich and diverse cultural backgrounds of its members and community to give it a new expression, by using different languages to express it.
The soundtrack, narration, and starring performance comes from Blacktown Afro-Swing artist and Wanderers member Big Skeez. His track ‘Up’ provides the perfect sonic bed to a story showcasing the unrivalled character and attitude of this culturally rich community, bringing together all the separate threads of the Western Sydney community together to create one cohesive fabric.
The unique soundtrack and authentic local sounds lent to the film’s success; it was the club’s most successful Fan / Membership drive campaign to date, with over 20+ organic million impressions and 337k Engagements. The launch film also took home plenty of accolades such as Honoree for Best Video Editing at the 2024 Webby Awards.
Western Sydney Wanderers: To Be a Wander Woman
Production and Creative Agency: Chisel
Director: Emily Mays
As we entered a post-world cup era from the aftermath of FIFAWWC 2023, we were on the edge of our seats to work on a new project that would draw on what Australia had learnt from the hugely successful tournament.
We pitched a hero film to the Western Sydney Wanderers for their 2023/2024 Wander Women season launch that would be women-led, talking to women sports fans in a relevant and relatable manner. To be a Wander Woman became a device that connected our individual players to the quintessence of the club.
We went in knowing that while the Matilda’s were household names, the A-League women’s teams still needed to build that belief, and give people a reason to invest their time and interest.
The club has since seen significant growth since the launch with a huge 80% increase in their ticket sales, membership numbers and attendance at matches. We were also honoured to be nominated for the Branded Entertainment – Sport category at the 2024 Webby Awards.
The deadline for Campaign Brief’s The Work 2024 has now closed. If your company entered The Work and would like to showcase your work in our Contenders series please email ricki@campaignbrief.com.