The Australian Sports Commission Cheers on Aussie Legends in ‘No Time For Never’

The Australian Sports Commission Cheers on Aussie Legends in ‘No Time For Never’

The Australian Sports Commission has launched the latest iteration of its ‘Self-belief in Sport’ campaign with the release of online film ‘No Time For Never’, created by The Monkeys.

Larissa Meikle
Posted by Larissa Meikle

‘No Time For Never’ highlights the value of self-belief and how it can be fostered through team sport through the stories of little-known Australian sporting legends. The film provides a snap shot of senior athletes participating in their chosen sports and the challenges, friendships and laughs that happen along the way.

‘No Time For Never’ has been released across the Australian Sports Commission’s social platforms and has already clocked up over one million views on Facebook. A continuation of the ‘Self-belief in Sport’ PLAY.SPORT.AUSTRALIA., the campaign is created by The Monkeys to inspire Australians to participate in sport in order to live more active and healthy lives.

Over the weekend the film was launched by the Federal Minister for Health and Sport, The Hon Sussan Ley, at the Our Sporting Future conference, held on the Gold Coast, Queensland. It’s the second film in the campaign series. The minister launched the first, ‘Australian Kids Talk Sport’, in March 2015.

Justin Drape, co-founder and creative director of The Monkeys said: “It was a pleasure meeting, and working with, the athletes on this project. Their approach to sport, life and community is infectious and stories like theirs don’t appear in today’s media as often as they should so hopefully people will enjoy this piece and get something out of it, or know somebody who will.”

Alyssa McClelland, director with Finch said: “Bringing out the stories of these sporting souls was a true honour. Interviewing each person and getting to know them over the duration of the project was an incredible process, as they all possess such strong, unique and inspiring personalities. Their attitude to life is so authentically positive that I left the set everyday with a massive smile on my face, relishing the tales, the wisdom and the insights that had been shared so generously with me. It’s a delight to now be able to share this with a wider audience.”


Client: Australian Sports Commission

General Manager: Michael Thompson

Director, Communications: Antoinette Fiumara

Assistant Director, Communications: Michelle Wells

Agency: The Monkeys

Creative Director/Co-founder: Justin Drape

Creative Team: Simone Drape & Justin Drape

Head of Content Management: Lisa Ramsey

Content Manager: Lauren Shelley

Head of Production: Thea Carone

Senior Producer: Amy Friend

Production Company: Finch

Director: Alyssa McClelland

Producer: Amy Dymond

Executive Producer: Corey Esse

Director of Photography: Hugh Miller

Post Production

Edit Facility: FinX

Edit Producer: Freya Maddock

Editor: Mat Evans

Grade/Online: Fanatic Films

Grade/Online: Russell Masters

Music Composition: Marcus Loeber

Sound Design/Mix: SongZu

Sound Engineer: Alex Mills

Producer: Jess Bonney