NAB (National Australia Bank) activates its long term sponsorship of the Football Federation Of Australia (FFa) with a fresh campaign, ‘Tomorrow’s Game’, that essentially acts as an ode to the future of the sport in Australia.
The campaign, created in harness with creative agency Clemenger BBDO Melbourne, launched on 8 April leverages the financial brand’s sponsorship of the game in Australia and of its governing body.
The initiative has emerged from the insight that Australian football has been through a period of sustained change and growth since NAB first signed on to support the sport 12 years ago and the creative ad pieces ask what might be in store in the future.
The campaign is spearheaded by a 30-second launch film featuring the thoughts of a set of Australia’s famous football faces: spanning former Caltex Socceroo Mark Bresciano, Fox Sports commentator Simon Hill, Melbourne Victory forward Besart Berisha and Westfield Matildas star Steph Catley.
As well as the central film running nationally television and across NAB’s digital and social sites from 8 April (including YouTube
and Twitter),
We’ve been supporting football in Australia since 2005 and are excited to see what Tomorrow’s Game brings. pic.twitter.com/N63Rfle0rn
— NAB (@NAB) April 8, 2018
the campaign is further supported via a range of social content and digital activity that includes a landing page which gives Australian football fans a chance to submit their own dreams for the sport (in return for a chance to win a signed Australia jersey).
The campaign’s objective is to help build on the expanding support for the sport and it aims to encourage and incentivise supporters right across the nation to continue to contribute to game’s heritage and history in Australia.
“This sport has such a rich cultural history across the globe and it’s incredible to see support for it growing across the country. Tomorrow’s Game is a true show of support from NAB as we look to help continue growing the game to a point that as Besart Berisha says in the film, gets it to a point where the world wants to play here,” explained NAB chief marketing officer Andrew Knott.
While NAB’s brand experience general manager Michael Nearhos added: “Tomorrow’s Game continues to build on NAB’s commitment to Australian sport, and through the campaign we hope to help capture the hopes and dreams of Australian football fans across the country.”
The Clemenger BBDO team that worked on the project for Knott also included deputy CEO Gayle While, group account director Paige Prettyman, business director Freya Page, project manager Nikki Allan, business manager Matt Gardener, creative chair James McGrath, ECD Carmela Soares, creative directors Rohan Lancaster, Carlo Mozarella and Ray Ali, plus planner Ryan Smith and senior producers Karolina Bozajkovsa, Karolina Bozajkovska and Craig Bulman.
Clemenger BBDO ECD Carmela Soares said: “Being Brazilian, I grew up playing and watching football. Since moving to Australia, I’m more engaged than ever with the world-class performance of our teams and players. Partnerships like NAB and FFA are what’s making this happen. Imagining the future of Australian football through this lens is an exciting idea.
The spearhead spot was directed by Simon Harsent via The Pool Collective,, with editing and post handled by The Editors, music by HumanWorldwide and sound by Nylon.
Comment:
The country’s so called golden generation of players – which included the likes of Harry Kewell, Tim Cahill, Mark Viduka and Mark Schwarzer – played from the mid 1990s to the mid 200s and Cahill, the last of them, is also now finally at the end of his playing career.
Thus, as the World Cup approaches, Australians are entitled to ask ‘what next?’ and the rights-holder will be grateful to be working with sponsors that helps set out a path to the future.
NAB is one of 21 sponsors of FFA: others range from Hyundai, McDonald’s, Nike and Westfield, to Foxtel, Aldi, Harvey Norman, and Qantas, as well as the likes of Tag Heuer, Mitre and Zest.
Links:
NAB
https://www.youtube.com/user/nab/
Clemenger BBDO Melbourne
Football Federation Of Australia
https://www.myfootball.com.au/
https://www.youtube.com/user/TheHyundaiALeague
