Smart, which recently won the Athletics Australia account after a competitive pitch against Singleton, Ogilvy & Mather and Arnold, is relaunching the Athletics Australia brand to help generate interest and ticket sales in the Telstra A-Series events in the lead-up to the Commonwealth Games.
The creative rationale for Smart’s campaign is that Australia’s top-tier athletes are so impressive to watch, ‘you have to see it to believe it’.
The premise is simple, the agency said.
“Rather than tell, we must demonstrate in the most vivid ways possible, just how impressive the performances are at an A-Series meet. ‘You have to see it to believe it’ was deemed to be such a powerful proposition that this became the tagline for the launch campaign.
“For example, rather than talk about just how high a pole-vaulter can go, we see him attempting to clear a two-story building.”
The campaign is being rolled out across press, outdoor, radio, SBS Television, online and in ambient media.
Credits: Creative director John Mescall, art directors Ben Couzens and Malcom Chambers, copywriters Jim Ingram and Bec Newman, photographer Chris Tovo.
