The Commonwealth Games Association (CGA) teamed up with creative agency SPLINTR to develop a fresh brand campaign rolled out through March during the lead in to the 2018 Commonwealth Games running under the title ‘Greater Together’.
The CGA and SPLINTR based the campaign concept on creating a content-led, values campaign primarily focused on the ‘importance of being part of something bigger’ and ‘transcending the pursuit of individual success’.
The ‘Greater Together’ initiative is fronted by a team of six Australian athlete ambassadors: Anja Stridsman (boxing), Pip Malone(weightlifting), Emma Sykes (Rugby), Sawan Serasinghe (badminton), Declan Stacey (diving) and Madison De Rozario (wheelchair racing).
The campaign’s objective is to offer the Australian public an insight into the athletes representing the nation: exploring their Games preparation as well as a personal perspective of what being a member of the Australian team means to them.
The creative, which was shot over five days, is led by a hero film.
Greater Together – Commonwealth Games Association from SPLINTR on Vimeo.
The lead video is complimented by a set of six individual athlete films amplified across the CGA’s digital and social platforms – including:
#GREATERTOGETHER
what does it mean?
Read: https://t.co/lvoceHcuUa@philippakate89 @awfcomau @GC2018 pic.twitter.com/M3ljlbpWdP— Comm Games AUS (@CommGamesAUS) March 21, 2018
#GREATERTOGETHER is competing alongside Australian athletes from 20 different sports.
It is competing on home soil. #TeamAUS@GC2018 @Aussie7s pic.twitter.com/VN1OQs3Ff6— Comm Games AUS (@CommGamesAUS) March 23, 2018
#GREATERTOGETHER is embracing the importance of every role within the 710 strong team.@BadmintonAus star @Sksbros shares his journey #TeamAUS #GC2018 pic.twitter.com/PGQNUSTWhm
— Comm Games AUS (@CommGamesAUS) March 26, 2018
#GREATERTOGETHER is about bodied and para-athletes competing side by side. It is embracing the importance of every role within the 710 strong Team.
How does @madiderozario feel when she wheels out onto the track?
Watch now.#TeamAUS #GC2018 pic.twitter.com/WKGlxfA1sA
— Comm Games AUS (@CommGamesAUS) March 30, 2018
The campaign title also acts as the CGA’s central digital and social hashtag tagline throughout the games themselves and is used by both the CGA in all strands of its Games marketing itself, as well as participating sports teams and rights holders, individual athletes and sponsors.
Gold in the last final of the night, the Women’s 4x200M Freestyle!!
Emma McKeon-Brianna Throssell-Leah Neale-Ariarne Titmus #TeamAUS #GreaterTogether— Comm Games AUS (@CommGamesAUS) April 7, 2018
FLASHBACK FRIDAY: Remember when we won the first Commonwealth Games gold medal in 1998? #GoDiamonds #gc2018 #GreaterTogether pic.twitter.com/s3vPO86EZQ
— Australian Diamonds (@AussieDiamonds) April 6, 2018
#GREATERTOGETHER https://t.co/Z83NmIVUql
— Sarah Elmoselhi (@SarahElmoselhi) March 30, 2018
The Commonwealth Games Association team on the project was led by General Manager (Marketing & Communications) Jonathon Monasso, while creative, experience and production agency SPLINTR’s team included executive producer Amelia Peacocke and creative principal Gavain Browne.
The films were directed by Gavain Browne and Luke Farquhar, with cinematography by Joshua Flavell, editing and sound design by Luke Farquhar, production by Maddie Pike and Louise Terley, colour was handled by Yanni Kronenberg and audi post was run through Smith & Western.
“Having worked in the industry for many years, I don’t feel a job of this nature would have been possible without the collaborative efforts of the SPLINTR team. Instead of the very traditional and linear approach of one director being on the project, Gavain Browne and Luke Farquhar worked as a finely tuned directing duo,” explained SPLINTR EP Ameilia Peacocke.
“This allowed Splintr to turn around seven films in three weeks including pre, allowing us to offer great economies. One director would prep, while the other was shooting, before swapping roles the next day. The amazing crew stayed constant throughout lead by DOP Josh Flavell.”
Comment:
We admire the spirit and the sentiment, but we’re not totally convinced that the generic nature of the tagline is unique enough to cut through the cluttered landscape.
Indeed, it was simultaneously being used by several other organisations and brands (from the Malaysia Dragons basketball team to a GreaterThanGames Women’s History Month project) leading to some social hashtag crossover confusion.
Thank you all Dragonfans for supporting us throughout an emotional season 8 of ASEAN Basketball League! We will continue participating in our local leagues until we start season 9.#GreaterTogether #JustUs #WestportsMalaysiaDragons pic.twitter.com/JCYmarEjAK
— Malaysia Dragons (@MalaysiaDragons) March 27, 2018
We want to create an epic video of posts and pictures from the #greatertogether to end Women's History Month, but we need your help! We want to show off as many people who support diversity women and diversity in gaming as possible, so please share this post a… #greatertogether pic.twitter.com/WmpDbjQHR1
— GreaterThanGames (@GTGamesLLC) March 29, 2018
But the creative itself is emotively powerful and drives home the message objective.
‘Greater Together’ follows a busy few months for the SPLINTR agency: the team has worked on a diverse range of campaigns and projects completed including a bespoke experiential activation for Mattel at Westifled Bondi Junction, the ‘Value of You’ campaign for TAL Insurance (which was the first content campaign commissioned by the insurer via Illuminate Sydney)
and a worldwide launch initiative for the global cycling brand Attaquer.
Links:
Commonwealth Games Association
https://www.youtube.com/commonwealthgames
https://www.instagram.com/thecgf/
https://www.facebook.com/thecgf/
https://www.linkedin.com/company/commonwealth-games-federation
SPLINTR
https://www.instagram.com/wearesplintr/
https://www.facebook.com/wearesplintr/
