Golf Australia released a three-hour, slow-TV mindfulness film to spearhead a new ‘Tee Your Mind’ campaign which highlights the mental health benefits of the sport in order to drive participation.
The initiative, created in harness with M&C Saatchi Sport and Entertainment Sydney, aims to move beyond the familiar social and physical benefits for players, and focuses on golf’s less well known positive mental health impacts.
The campaign, which not only highlights the long history in Australian sport and how it has long been enjoyed by people of all ages and skill levels, calls for a new perspective on the game and shines a spotlight on its mindfulness benefits.
‘Tee Your Mind’ is an integrated campaign which spans multiple content pieces across digital, social and PR and the creative seeks to drive viewers to learn more at www.golf.org.au/teeyourmind and to visit a local course and sign up for lessons with a local PGA Professional.
Launched on 4 September and led by the long-form video, the creative and tactical approach uses ‘slow TV’ to avoid the typical sports and entertainment marketing emotional cues and fast pace.
Instead, a calm voiceover immerses viewers on a relaxing three-hour journey down the fairway’s open spaces: offering a sensory relaxation surrounded by nature’s beauty and tranquillity.
The full film is supported through shorter social cut down spots.
Created in collaboration with post-production company White Chocolate, the film runs from daybreak to dusk and was shot at Collaroy’s Long Reef golf club and St Michael’s golf club in Little Bay (Sydney).
“This is such an important moment in time to champion mindfulness generally and to be able to use golf to support that feels very fresh,” commented M&C Saatchi Sport and Entertainment’s global CEO Steve Martin.
“’Tee Your Mind’ is essentially a ‘new-to-golf’ experience uniquely able to showcase the soothing nature of the game and the inherent benefits to your mindset. The backdrop of Australian courses fitted perfectly to the creative idea and the natural landscapes helped produce a stunning viewing experience.”
“We hope this film can help in shifting people’s perception of golf beyond the physical benefits and into the positive mental health elements,” added Golf Australia Chair Andrew Newbold. “The concept may be different to traditional positioning of golf, but we are looking forward to having new conversations about the many great aspects of our sport.”
The campaign was created for Professional Golfers’ Association of Australia (Golf Australia) General Manager (Marketing & Communications) John Sutherland, Special Projects Senior Manager Cameron Wade, Digital Content Coordinator Justin Falconer and Media & Communications Manager Jonno Nash by M&C Saatchi Sport & Entertainment.
The creative agency team included Global CEO Steve Martin, Creative Director Jon Kelly, Head Of Communications Krystyna Frassetto, Account Director Saynaree Oudomvilay, Senior Account Manager Hazel Nichols, Senior Account Executive Madison Lawler and Designer Megan Leckey.
Post-production was handled by White Chocolate with Grader David Mosqueda, Editor Tex Loveday, Producer Chris Klockner, Post Producer Chris Grocott and Director Of Photography Augustin Chauvet, with sound by XO Sound’s Josh Wermhut.
Outcome
Since it was first posted on Golf Australia’s social channels on 3 September, the long-form film has notched up 7.2k views on its Facebook page, plus 4k Twitter views, 2.9 on Instagram and 1.4k views on YouTube.
Comment:
This creative presents golf as a way to connect with nature, to reconnect with friends and to escape the pressure and the hustle and bustle of everyday life.
We think this use of ‘slow television’ is a first of its kind not only for Australian golf, but for Australian sport.
The COVID era’s associated challenges is certainly timely to focus on mental wellbeing as well as physical health of sport.
The campaign aims to build on the current Australian trend for an increasing number of people turning to and playing golf during the pandemic, Indeed, June saw more rounds of golf played in Australia than during any other month in recent history.
Links:
Golf Australia
https://www.youtube.com/user/GolfAust
https://www.facebook.com/GolfAust
https://www.instagram.com/golfaust
M&C Saatchi Sport and Entertainment
https://sportandentertainment.mcsaatchi.com/
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