Hundreds of Sydney Swans fans lit up the city’s streets following the Swans home match against the Adelaide Crows on Friday.
A “be visible on the road” initiative, part of long-term partner QBE’s Fabric of the Swans 2019 sponsorship campaign, saw fans get their favourite Sydney Swans memorabilia turned into a replica of the Sydney Cricket Ground (SCG) floodlights, which powered at full beam once the sun went down.
QBE’s Fabric of the Swans campaign – launched earlier this year at the Sydney Swans Fan Day – celebrates all the threads that make up the wider Swans community, from the players and fans right through to the volunteers and academy members.
The “be visible on the road” initiative forms one of a few activations planned for the season that offer fans, players, and volunteers the chance to connect with, and feel part of the Swans’ “fabric” for 2019, all the while aligning with QBE’s broader road safety awareness strategy.
Sydney’s fans were given a glow thanks to a high-tech, ‘invisible’ light-reflective ink that appears when exposed to headlights or flashlights.
It was applied to fans’ attire via stadium floodlight-designed stencils.
These flash-enabled designs helped keep fans visible on their journey home as they navigated the route back to their house, car, or public transport station.
The high-tech, reflective ink was developed in Sweden as a wash-off, road safety visibility tool applied on pedestrians’ clothing, prams, bicycles – and even wild animals – making them glow under headlights to ensure everyone remains safe… and seen.
QBE Australia Pacific CMO, Bettina Pidcock said that safety on the roads is a key concern to the insurer and it’s always looking for innovative ways to drive awareness of the issue into the hearts and minds of Australians.
Pidcock said: “QBE has been a proud supporter of Sydney Swans since 1986, and through our close partnership are privileged to feel as though we’re part of the club’s fabric.
“We’re always looking to bring new and innovative experiences to the fans.
“Last year, we gave the fans a taste of virtual reality (VR) through the first ever, immersive VR AFL fan experience, Swans360⁰.”
She added: “This year, we were thrilled to help fans transform into their beloved team’s floodlights, all the while keeping them safe and visible on their journey home.
“The importance of staying safe on the roads is not a new message, but it is one that we must keep pushing to remind people to be responsible, so we can all get home safe to our families.”
Sydney Swans CEO, Tom Harley said QBE is continuing to lead the way through innovation in fan engagement.
Harley said: “We’re very proud of our long-standing partnership with QBE – the organisation is very much a part of the fabric of the Sydney Swans.
“This initiative with invisible ink is not only a bit of fun, it’s also promoting a really important message – to be visible on the road.
“I would encourage our fans to visit QBE outside the SCG at our home games to learn more.”
Transport for NSW is a road safety partner of the Sydney Swans and executive director Bernard Carlon said QBE’s ‘be visible on the road’ initiative highlights the importance of pedestrian safety.
Carlon said: “Pedestrians are some of our most vulnerable road users but there are some simple steps they can take to stay safe, such as looking both ways before stepping onto the road, holding hands with children, making sure they aren’t distracted by phones or music, and never letting a mate walk home alone if they’ve been drinking.
“Drivers also play a vital role in reducing the risk to pedestrians and we urge them to slow down and be extra attentive in areas like the Moore Park Precinct where lots of people will be out and about for the footy.”
The campaign was fully concepted, created and delivered by Octagon.
Andrew Clarke – Agency Director (Australia)
Adam Hodge – Head of Strategy & Planning (APAC)
Dave Gregory – Senior Strategist
John Weir – Creative Director
Nick Prowse – Art Director
Robbie Ellis – Designer
Minjoo Shin – Illustrator & Digital Animator
Brooke Pilton – Group Account Director
Chris Russell – Account Director
Victoria Clarke – Account Manager
Simon Ivimey – Account Executive