Australian dance sport organisations, BJP Physie, has launched of its first ever national advertising campaign via Elevencom and Pearman Media.
The new campaign aims to boost awareness of Physie as a supportive and welcoming space to dance, have fun, make friends and realise dreams.
The campaign invites girls and women of all ages and abilities to “find your feel-good at Physie”.
BJP Physie director, Jackie Rawlings said: “Physie has a long and proud history, but we’re evolving with the times and offering our dancers a sport that’s perfectly suited for today.
“Everyone is welcome at Physie to share the joy of dance. Because we’re a not-for-profit organisation, powered by the passion of our teachers and members, we can deliver a fantastic dance experience at a fraction of the price of other options.” Rawlings added.
Elevencom, director of creative strategy, Jono McCauley said: “We looked at a lot of research that shows female participation in sport peaks at 9 years of age and then drops off steadily each year after that. Lack of confidence around sporting competence and body image is the main driver.”
“We wanted to capture the incredible positive energy and inclusive spirit of Physie as a way to get more girls engaged in a dance sport they can enjoy for life,” McCauley added.
Pearman Media, group business director, Tara Lamond said: “Physie is a grass-roots organisation, so it felt right to reach both audiences on the street with a major bus-side presence backed by targeted digital video. The buses are already causing quite a stir with some of the young dancers spotting themselves on the posters,” Lamond said.
The campaign will launch nationally this week across bus-sides, BVOD, YouTube, and social.
Campaign Credits:
Client: BJP Physie
Jackie Rawlings – Director
Kim Annesley – Associate Teacher
Agency: Elevencom
Tim Arrowsmith – Senior Writer
Susan Dearn – Senior Art Director
Ryan Fallowfield – Director, Creative & Branding
John McLachlan – Director, Operations
Jono McCauley – Director, Creative Strategy
Media: Pearman Media
Tara Lamond – Group Business Director
Clara-Jane O’Brien – Account Manager
Production Company: The Precinct
Anita Lee – Director
Henry Motteram – Managing Director
Amara Primero – Music Composer
