Hawks Players Kick Goals Over Melbourne Streets In Audi’s Latest Campaign

Hawks Players Kick Goals Over Melbourne Streets In Audi’s Latest Campaign
SHARE
THIS



Audi Australia has officially launched its inaugural AFL marketing campaign in Sydney today, titled Greatness Never Rests. Audi’s managing director, Andrew Doyle and Audi Australia’s general manager marketing, Kevin Goult chatted with B&T about the campaign, the enthusiasm of the Hawks supporters and what ‘Greatness Never Rests’ means to them.

Audi was named the Hawks Principal Partner in 2016, marking a major sponsorship milestone for the German luxury carmaker. The TVC features Audi brand ambassador and Hawks Vice Captain, Jordan Lewis, along with team mates Luke Breust and Isaac Smith, kicking a seemingly impossible goal from one rooftop to another, with specially adapted LED footballs, designed to be trackable against the night sky.

Doyle said, despite being a Richmond Tigers supporter himself, the decision to partner with Hawthorn was a no-brainer. “The brand Hawthorn and Audi have a lot of parallels. The Hawks have had great success, as our brand has over the years, and they are a brand which matches our progressiveness, our sportiness and our sophistication- the three main things of the Audi brand. The Hawks have this relentless spirit to continue to improve and challenge themselves, to get better and better.

“That’s very much what the Audi brand stands for. Every time we develop a car we make it lighter, faster, more efficient and safer. That’s what we’re about and that matches very well with Hawthorn. So we took that fact for both of our brands and looked at what that means for an ad campaign.”

For Goult, the mantra of ‘Greatness Never Rest’ meant pushing the Hawthorn players outside of the comfort zone. The boys were taken up a building life with no idea what was about to happen, after a message from Doyle about what greatness means for Audi, the challenge was on.

“What we were looking for is how we can really push the boundaries of what we want to do. We know that these guys can kick a ball and they can kick a great distance but let’s take them out of their comfortable environment and put them in something which is completely alien. I think it’s safe to say that these guys have never kicked a ball from the top of a building in Melbourne to the roof of another building.

“The shoot was all about creating an atmosphere and having the Hawks fans actually in the street below was a part of it because it created this element of ‘what is going on and what are we actually doing’. The tone that we created was one of suspense, one of excitement and enthusiasm from the fans below and most importantly one of determination because these guys were going against each other. I think it also proves what we are as a brand, as a brand we’re determined to evolve and continuously design the best in the market.”

CREDITS

Client – Audi Australia

General Manager Marketing – Kevin Goult

Marketing Communications Manager – Kit Bashford

Senior Brand Marketing Executive – Karlien McLeod

Agency – 303 MullenLowe

Executive Creative Director – Richard Morgan

Chief Strategy Officer – Jon McKie

Head of Art – Adam Whitehead

Head of Copy – Sean Larkin

Head of TV – Sean Ascroft

Group Business Director – Georgie McGarr

Business Director – Laura Dewey

Business Executive – Jen Wood

Production Company – The Sweet Shop

Director – Noah Marshall

Producer – Tony Whyman

Post Production – Jon Baxter

Editor – Tim Mauger

Music/FX – Rumble Studios

Please login with linkedin to comment

Advertising Standards Bureau Dan & Maz Drive Show Frontier Media

Latest News

Crater Teams Up With Director Luna Laure For ‘Harry’s Story’, Canteen’s Newest Campaign
  • Campaigns

Crater Teams Up With Director Luna Laure For ‘Harry’s Story’, Canteen’s Newest Campaign

Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. While his mother fortunately survived, he lost his […]

AFL Legend Kevin Sheedy Narrates ‘A Love Letter To Victoria’ Via Enthral Partners
  • Campaigns

AFL Legend Kevin Sheedy Narrates ‘A Love Letter To Victoria’ Via Enthral Partners

In partnership with storytelling agency Enthral, AFL star Kevin Sheedy has voiced a video ‘Love Letter to Victoria’ using visuals to showcase the state’s natural beauty and culture. Victoria has been hit with the worst of the coronavirus pandemic compared with any other Aussie state experiencing four lockdowns. Sheedy has partnered with Ethral to share […]

Telstra’s Belong Appoints Howatson + White For Strategy & Creative, Retains OMD For Media
  • Advertising

Telstra’s Belong Appoints Howatson + White For Strategy & Creative, Retains OMD For Media

Telstra’s lower-cost telco, Belong, has awarded its strategy and creative account to Howatson + White, and has reappointed OMD to its media buying account, after a competitive pitch process. Howatson + White will handle strategy, planning, creative and CRM, while former agency Clemenger will continue to have a relationship with Belong, managing PR and retail activation. […]

Coke Releases New Campaign, ‘Turn Up Your Break’, Via Ogilvy
  • Advertising
  • Campaigns

Coke Releases New Campaign, ‘Turn Up Your Break’, Via Ogilvy

Coca-Cola Australia has rolled out its new campaign ‘Turn Up Your Break’. The campaign will be led by a TVC that encourages people to truly pause with a Coke on their break so they can walk away feeling refreshed and uplifted. The TVC features two busy chefs stepping outside for a break, the bustling kitchen […]

Nova 91.9’s Ben And Liam Locked Up In Rundle Mall To Raise Awareness For Mental Health
  • Marketing
  • Media

Nova 91.9’s Ben And Liam Locked Up In Rundle Mall To Raise Awareness For Mental Health

Nova 919’s Ben & Liam breakfast show announced that they’ll be throwing their support behind and raising awareness for a cause very close to their hearts, mental health. On Monday 21 June Ben Harvey and Liam Stapleton will be locked in a purpose-built glass structure, in the middle of Rundle Mall, for an entire week […]

iHeartPodcast Network Australia And The New York Times Agree Podcast Ad Sales Deal
  • Advertising
  • Media

iHeartPodcast Network Australia And The New York Times Agree Podcast Ad Sales Deal

ARN and The New York Times have reached an agreement for ARN to become the advertising sales representative for The New York Times’s podcast portfolio in Australia. The deal will enable Australian brands to connect with Australian listeners to The New York Times’s most popular podcasts, such as The Daily, Serial and This American Life, […]

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
  • Advertising
  • Media

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off

Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]