DDB Sydney and Tribal DDB have launched a new integrated campaign for PepsiCo-owned Gatorade, playing on the growing rivalry between the Poms and Aussies as this summer’s Ashes showdown approaches.
With TVCs scheduled to air during the forthcoming football grand final, the campaign also involves the launch of a new website www.isitinyou.com.au and a competition to win prized Ashes tickets.
As fans visit the new site they are greeted by a tirade from a Barmy Army lout, followed by a response from a lovable Aussie yob called ‘Yabba’ who encourages fans to ‘Join the Aussie Posse to pound the Poms’.
While the Barmy Army fan mocks the lack of creativity in the chanting and singing seen at most Australian sports matches, users can take the matter into their own hands and personalise a sledge to send to their mates. They can then also watch the ‘Aussie Posse’ in training and enter the competition to win the sought-after Ashes tickets.
Credits:
The DDB Team: Creative director Matt Eastwood, creative team Edward James & Justin Carew, director Sean Ascroft, production Honae MacNeil, DDB business management Elisabeth Smith.
The Tribal DDB Team: Creative director Thorsten Hayer & Aaron Turk, strategic director Aaron Michie, creative team Thorsten Hayer, Ed Stuckey & Patrick Visser, Tribal DDB business management Cathy Peare, media Eighty K’s Catherine Barnard.
