Leveraging ‘Olympic Day’ on 23 June, the Australian Olympic Committee (AOC) launched an integrated campaign called ‘Have A Go’ which aims to let all Australians know that ‘Great things happen when you Have a Go’.
Capturing Australia’s love for sport and timed to coincide with the ‘one month to go’ before the Tokyo 2020 Olympic Opening Ceremony, the campaign was led by a hero spot running on national television and across the AOC’s digital and social channels.
The commercial’s message is that ‘new passions, friendships and Olympians all start by playing Olympic sports at the grassroots level’ and urges viewers to ‘have a go today, because great things happen when you have a go.’
Supported by additional social content amplified by partner national federations and rights owners which includes athlete-specific stories, the creative aims to drive viewers online to a bespoke site where they can find out more about how to get involved and have a go at https://www.olympics.com.au/have-a-go/.
How it started vs how it's going…
Great things happen when you #HaveAGo! pic.twitter.com/KXfKl8O4Vt
— AUS Olympic Team (@AUSOlympicTeam) June 23, 2021
New passions, friendships and Olympians all start by playing Olympic sports at the grassroots level…
Great things happen when you #HaveAGo pic.twitter.com/BWWs7xopl5— AUS Olympic Team (@AUSOlympicTeam) June 23, 2021
How it started ➡️ How it’s going.
Jemima Montag began her road to Tokyo at the age of 6 when she picked up a pretend Olympic torch. Great things happen when you #HaveAGo.
Find out more at https://t.co/FdXE6fLxqB @AUSOlympicTeam pic.twitter.com/aq07qGINtI
— Athletics Australia (@AthsAust) June 23, 2021
How it started ➡️ How it's going
For Tom Glover, it all began by having a go. Now he's dreaming of an appearance at #Tokyo2020 #HaveAGo #TokyoTogether pic.twitter.com/vJpJRhobIx
— Socceroos (@Socceroos) June 23, 2021
Created in harness with agency M&C Saatchi Sport & Entertainment, the campaign runs through the duration of the Games in partnership with AOC media partners JCDecaux, NewsCorp and Channel 7.
‘Have A Go’ is built on the insight that Australia punches above its weight in the sporting world and that an appetite for sport is in the nation’s DNA. The campaign drives home the message that not all Olympic journeys were a smooth, trouble-free path of glory and that many athletes didn’t even play for their school teams, but kept trying, worked harder, kept turning up and had a go.
“Creating meaningful change through people’s passions is at the heart of what we do at M&C Saatchi Sport & Entertainment, so we’re very proud to partner with the AOC to create the ‘Have A Go’ campaign,” explained M&C Saatchi Sport & Entertainment’s Richie Butterworth. “We want to excite Australians about the upcoming Olympic Games and celebrate one of Australia’s largest passions in sport. When watching the Tokyo Games, we want Australian’s of all ages to be inspired and think about getting back into sport or take up something new and Have A Go!”
AOC Chef de Mission Ian Chesterman added that athletes provide the community with a source of motivation and inspiration: “On Olympic Day it’s important to remember the vital role that athletes play in the community. When they return from the Tokyo Olympic Games they will return to communities across the nation. They will return to their clubs, towns and suburbs and they will bring an important message of inspiration for the next generation of potential Australian Olympians.
“Our athletes help to provide motivation to our youth to become more active and they’re ideally placed to deliver our Have a Go message and encourage our kids to follow their dreams,” continued Chesterman in the campaign PR. “Athletes are critical role models for our community, and this is something that needs to be celebrated on Olympic Day.”
At the campaign launch event, AOC CEO Matt Carroll outlined why the campaign was important and also discussed the role of sports participation in terms of the health of the nation:
“We have loved working with M&C Sport & Entertainment on developing this campaign as Having a Go is where it starts, and this is crucial for the development of our nation. Encouraging greater activity helps us fight obesity, improve mental health and provide better educational outcomes for our children,” commented Carroll. “Increasing participation and ‘Have A Go’ is about more than growing Olympic sport, it’s about bringing communities together, creating vital connections and being inclusive, this is something that deserves real celebration.”
The campaign was created for the Australian Olympic Committee by a team at agency M&C Saatchi Sport & Entertainment which included Creative Director Jon Kelly, Art Director Billie Gurr, Strategy Director Luke Haynes, Head of Sponsorship Richie Butterworth, Senior Account Manager & Producer Hazel Nichols, Designer Daniel Harding and Operations Director Lauren Galloway.
The production company was electriclimefilms with Executive Producer Michael Ahmadzadeh, Senior Producer Lisa Macfarlane, Production Assistant Michelle Jasan, Runner Michael Cobley, Director André Rodrigues, 1st AD Eloise Boutry, DoP Tom Black, 1st AC Gary Morris, 2nd AC Nicola Kirby, Photographer Eric Yip and Photography Assistant Govind Muthuraman. The underwater footage was by Mark Halliday and Guy Mac, the gaffer was Nick Gascoine, with Best Boy Richard Hawkins, Grip Joe Bruneteau, Grip Assistant Mark Glasgow and HMU Yvonne Tran.
Post-production was also handled by a group at electriclimefilms which included Editor André Rodrigues, Colour Grader Tom Black and Animator Rosemary Vasquez-Brown.
VO Recording was at King Sound Studios with VO Artist Mia Rodrigues and audio was handled by Shaun Clifford of Cheshire Audio.
Comment:
As the world’s elite athletes pack their bags in preparation for the Tokyo 2020 Olympic and Paralympic Games, the AOC is one of several sports organisations, brands and sponsors to focus on participation, experimentation and the next generation – rather than on elite success.
Other recent campaigns opting for this approach include Nike ‘Play New’ and Allianz Direct ‘Future Sporting Heroes’.
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