A television-led campaign from Chemist Warehouse activated the retailer’s AFLW partnership rights and celebrated the start of the 2020 season.
The initiative was spearheaded by a hero television spot which will air on Channel 7 and Fox Footy throughout the 2020 AFLW season and via the Chemist Warehouse in-store network.
The spot is fronted by a strong team of AFLW players and brand ambassadors including Katie Brennan, Monique Conti (Richmond) Nicola Xenos (St Kilda), Nicola Barr (GWS), Ash Brazill (Collingwood) and Ally Anderson (Brisbane).
According to Stratosphere CEO Adam Hilton the AFLW represents far more than just sport and the objective of the campaign was to capture the players in a powerful light while celebrating the continued support of AFLW by Chemist Warehouse.
“This campaign shows the future of the game and it was a fantastic opportunity for the entire team at Stratosphere to create a campaign that reflected the next phase of AFLW,” commented Hilton.
“At Chemist Warehouse we are committed to supporting and raising the profile of women in sport,” explained Chemist Warehouse Director Mario Tascone.
“We have been foundation partners of AFLW since its inception and the campaign that Stratosphere has produced is underpinned by these foundations of strength, power and inspiration.”
AFL GM Commercial Kylie Rogers added: “Well done to our great partners in Stratosphere and Chemist Warehouse on creating this superbly integrated campaign. We look forward to seeing it on air, online and at AFLW venues over the coming weeks.”
The campaign was conceived and created by agency Stratosphere and produced by sister company Stratosphere Productions with the ‘Spinifex Gum’ track written and performed by the all-female, all-indigenous group Spinifex Gum.
The team included Director Jolyon Watkins, Field Producer Nik Round, Agency Producer Lauren Free, Creative Director Emily Brocklesby and Account Director Brioni Pickhaver.
Comment:
The 2020 AFL Women’s season, the fourth season of the elite women’s Australian rules football competition, kicked off on 7 February.
This season sees 14 teams compete, four more than the previous season, all of which are associated with existing Australian Football League (AFL) clubs.
The four new teams are Gold Coast, Richmond, St Kilda and West Coast.
This work follows on from fellow sponsor Kellogg’s ‘Rise With Us’ pre-season activation in January (see case study) and other marketing around the league such as the rights-holder’s own 2019 ‘Gen W’ campaign (see case study).
Links:
Chemist Warehouse
https://www.chemistwarehouse.com.au/
https://www.youtube.com/user/HealthyBreak
https://twitter.com/ChemistWhouse
https://www.instagram.com/chemistwarehouseaus/
https://www.facebook.com/ChemistWarehouse/
Stratosphere
https://www.stratosphereagency.com/
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