Australia Post Celebrates Cultural Diversity With New TVC

Australia Post has launched a television advertisement aimed at celebrating cultural diversity in football and recognising how multiculturalism enriches Australian neighbourhoods.

B&T Magazine
Posted by B&T Magazine

As the Multicultural and Community Inclusion partner of the AFL, Australia Post created the commercial, titled ‘Change our Tune’, which features a fresh take on Mike Brady’s footy anthem, ‘Up There Cazaly’.

The 60 second TVC will support a wider marketing campaign in the lead up to the 2016 Toyota AFL Multicultural Round which takes place during Round 16 (7-10 July). The TVC will air from 3-23 July across Fox and Channel 7 and played at all games during Multicultural Round.

The TVC features eight bands from various ethnic backgrounds create a culturally diverse medley of the famous footy song ‘Up There Cazaly’ written by Australian singer and songwriter, Mike Brady AM.

Working in collaboration with independent creative agency Bengar Films, Mike Brady and behavioural change communications agency, The Shannon Group, the ad highlights that AFL is a game for everyone and offers people a sense of belonging – no matter who you are or where you’re from.

Andrea Pearman, general manager of marketing and community relations at Australia Post said: “We are dedicated to driving, encouraging and celebrating diversity, inclusion and acceptance across all walks of Australian life.

“While this ad celebrates the 2016 Toyota AFL Multicultural Round we hope it kicks off a year in which every day we open our minds to the possibility of what everyone has to offer, no matter where they come from.

“We are immensely proud of this ad which will lead the way for further campaigns illustrating the organisation’s commitment to creating a more inclusive Australia,” she said.

Ben Gartland, creative director of Bengar Films commented: “For almost forty years Australians have grown up with ‘Up there Cazaly’. So, the idea of people from all walks of life singing such an iconic footy song in their own unique voice, seemed like a beautiful way to bring us all closer together — with passion and humanity.”

“Our diversity is what makes us great and finding a way to normalise the embracing of that diversity is difficult. In this collaboration we celebrated our love of AFL and the unofficial anthem ‘Up there Cazaly’ to unify people through a love of music and our passion for our great game. It normalises embracing our diversity and if we can do that more in our everyday lives we will be in a far better place,” said Michael Daddo, managing partner of The Shannon Group.