Football Federation Australia launches ‘We Are Football’ A-League season campaign via BMF
Football Federation Australia has launched its A-League season 2012/2013 ‘We Are Football’ campaign and TVC via BMF.
We Are Football has become the rallying cry for everyone associated with football in this country. From the kids who have just discovered the beautiful game through to die hard supporters who never miss a minute, there are literally millions of people in Australia who live, breathe, play, support, love football.
Throughout the Hyundai A-League’s seventh season, We Are Football received overwhelming support. Hyundai A-League Season 2012/2013 campaign will expand on the job completed last year and engage all levels of football support in Australia, focusing on what is at the heart of each of them and their passion for the game.
Kyle Patterson, head of corporate affairs and communications, said the idea behind the campaign is to show all levels of football in this country and their passion.
Says Patterson: “The great thing about our campaign is that it doesn’t need special effects to get our message out there. It features real fans and supporters of football, in most cases cast straight from the football field. It’s been great putting them front and centre and celebrating their connection to Hyundai A-League under We Are Football.”
Says Shane Bradnick, BMF executive creative director: “There are millions of Australians who are also passionate about the game. With this campaign we wanted to strip back all the layers and show these people as the heart of football.”
The campaign kicked off on 14 September with a teaser DM and online component, and includes print, digital and a 60″ and two 30″ television commercials, which will be screening on free-to-air and subscription TV nationally and in New Zealand, from 30 September, to mark the Season 8 Hyundai A-League launch.
Creative Agency: BMF
Director: Fiona McGee
Production Company: Good Oil Films
Post-Production: The Editors
Sound: Noise
Music: Turning Studios
Client: Football Federation Australia.
14 Comments
We are underwhelmed.
Existing soccerites might identify with this, but shouldn’t the aim be to attract new supporters?
Not bad, but could have gone much further with this
As far as football ads in Australia go, this is very cool. Nice job all.
Nice 🙂
Better than NRL ad
Better than ARU ad
Not better than AFL ad
Two out of three ain’t bad
Preferring the online component: http://youtu.be/0kp3xpXWTZQ
nice thought, very elegant Hyundai tie in.
like it a lot. Well done.
But not particularly different from dozens of other spots in the file marked “United Passion Of Players And Fans For (Insert Name Of Sport).”
It’s not a fault of the film direction, editing, or execution, it’s just that the initial concept isn’t quite breaking any new ground.
Underwhelming!
Zero passion in the voiceover.
Wow, this and the daily tele thing are pretty similar. Same DP?
Really nice.
Good positioning… and a solid idea, and well produced ad. Just not a big fan of the voice over.
Scrubbed up alright myself on the ad. $500 for an hour. FTW.
Try turning off all the annoying dated sound design (or at least turn it down) and see how much better the spots works. Allow the music to shine not be buried under all those messy SFX. Just a thought. Oh and I agree the VO is rubbish.