Sportswear giant Puma teamed up with Australian netball team the Melbourne Vixons for a membership drive that aims to raise awareness of the team in particular and for women in sport in general as it seeks to build togetherness and inspire a new generation of netball stars.
The campaign is led by a spot that is both inspired by and reflects the Melbourne Vixens’ ethos – #Vixens4Life.
It showcases the real life events that teammates have experienced during their journey intertwined into a montage style 30-second commercial broadcasted on free to air television and online across the Melbourne Vixens social channels.
The campaign was shot by noted cinematographer Joel Egan, the sound design and mix was by Windmill Audio, the production group was Now Motion, the lighting was by Two Suns Lighting and TVH by Lenses & Cam Acce’s.
”Being from a netball family with strong women role models meant I had an extra responsibility to represent the sport of netball as a whole, and honestly capture moments that all players go through playing the game,” said Joel Egan.
“I hope this spot both inspires netballers of all levels, promotes inclusion, resilience and is a story that all netballers, friends and fans can be proud of!”
Comment:
This is a classic gritty, strong and emotive montage sportswear sponsorship spot aiming to raise awareness for women in sport, to inspire togetherness and a new generation of netball stars.
Australia has a strong record of powerful and inventive netball sponsorship activation.
Other examples from this space include Samsung’s work for the national team such as ‘The Ad I Was Supposed To Make’ (see case study) and ‘Train Like A Diamond’ (see case study).
Links:
Melbourne Vixons
https://melbournevixens.com.au/
https://twitter.com/MelbourneVixens
https://www.youtube.com/user/MelbourneVixens
https://www.facebook.com/melbournevix/
https://www.instagram.com/melbournevixens/
Puma
https://about.puma.com/en/careers/locations/australia
https://www.youtube.com/user/puma
https://www.facebook.com/PUMAGroup/
https://www.linkedin.com/company/puma
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