As principal partners of Netball Australia since 2017, Suncorp has launched ‘The Drive’, a story that aims to show the brand’s commitment to netball and women’s sports.
Created by Leo Burnett, the film is told through the lens of one family’s apparent dedication to their daughter and her journey to the elite level of netball.
It’s a way of attempting to convey that Suncorp, an insurance company, is as “committed to netball as all the players, their families and fans”.
Suncorp’s executive general manager of brand and marketing, Mim Haysom, said: “Netball has the most emotionally engaged fan base in Australia.
“As a brand known for taking action and championing girls’ confidence through sport participation, we wanted to harness this connection through relatable storytelling that demonstrates the Suncorp Spirit.”
Leo Burnett executive creative director Andy Fergusson added: “This story was inspired by netball player Lara Dunkley, whose parents clocked up over 2,000km a week driving back and forth to training and games.
“It’s a level of dedication that sounds extreme on paper but is also universally understood by parents who support their kids at the courts, fields, and pitches of Australia every weekend.
“It’s also the same level of support that Suncorp has shown netball itself.”
The campaign film is supported by netball broadcast integration on Channel Nine and a multi-channel campaign.
Credits for the campaign are as follows:
Executive general manager, brand and marketing: Mim Haysom
Group head mass brands and sponsorship: Rapthi Thanapalasingam
Manager, group sponsorships: Jenny Hutchison
Sponsorship lead: Gabrielle Emmett
Sponsorship specialist: Lisa Rees
Suncorp Group brand manager: Kirsten Wiskar
Creative agency: Leo Burnett Australia
Chief creative officer: Jason Williams
Executive creative director: Andrew Fergusson
Creative director: Nigel Clark
Creative director: Adrian Ely
Head of strategy: Graham Alvarez-Jarratt
Connections planning director: Alexandra Nel
Chief client partner: Amanda Wheeler
Group business director: Grace Vizor
Senior business manager: Charles Todhunter
Business executive: Sidonie Young
Head of production: Adrian Jung
Integrated producer: Lauren McMahon
Multimedia studio manager: Dan Crozier
Production company: GoodOil
Director: Curtis Hill
Executive producer: Juliet Bishop
Producer: Tracey-Lee Permall
Sound and music: SongZu
Stills production: Infinity Squared
Media agency: OMD
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