Cronulla Sharks feed opposition’s jerseys to Great Whites
The Cronulla Sharks have unveiled their 2014 campaign which sees former players Andrew Ettinghausen and Stuart Raper search for the fiercest version of the Sharks mascot in the flesh as the team introduces the tagline ‘It’s feeding time’.
The pair travelled to Cape Town, South Africa where they were joined by shark conservationists and award-winning shark documentarians.
They dressed seal decoys, used by scientists to study the behaviour of Great Whites, in each of the opposition’s team jerseys and threw them overboard. The activation is part of the broader repositioning of ‘Born With It’, created for the club by George Patterson Y&R Sydney.
Ettinghausen said: “It literally took two minutes for a four point five meter monster to come out of the water and sink its teeth into the Manly strip.”
The tattered jerseys will be auctioned off to fans later in the season with all proceeds set to go to shark conservation.
The content created during the trip will be available to fans at the Sharks website as well as appearing during home games at Remondis Stadium.
Cronulla Sharks chairman Damien Keogh said: “We’ve set some pretty aggressive targets for ourselves this year. ‘Feeding Time’ is a fresh way to send that message and at the same time ignite the passion of our loyal members and fans.”
Y&R Group MD Andrew Dowling said: “When the creative guys Bart and Dave came to me with the idea my immediate reaction was ‘What the hell?’. But then the 30+ year Sharks loyalist in me kicked in and it became ‘Hell Yeah!’. I immediately picked up the phone.”
Individual ‘team sledges’ have been created for fans to share with mates.
Credits:
- Creative Directors: Bart Pawlak & Dave Joubert
- Account Management: Aaron Swan
- Strategy: Bohdi Lewis
- Creative Team: Bart Pawlak, Dave Joubert, Dean Mortensen, Jason Kempen, Bradley Stapleton, Jennie Burton, Liam Seymour
- Head of Content: Elissa Maine
- Post Production: Marton Papai
- Digital Production: VML
- Production Company: Ikraal Cape Town
- Music Composition: Amb Music, UK
- DOP: Charles Maxwell
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Nice idea.. I guess they can’t help the product being so lame. At least it actually has an idea quite unlike those horrible NRL membership ads currently on air. With the poor NRL round one attendances and successive bad ad campaigns maybe Patts is doing a bit of predatory circling themselves
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Puerile pap from a footballer whose biggest claim to fame was a law suit over a naked shawer video and a failed footballer and coach that hs never lived up to his famous surname. No wonder the sharks are $13million in debt!
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As a sharks fan, I like this.
Nice one.
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Crawl back in your hole GrahamO and appreciate the idea for what it is!
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GrahamO, maybe check your facts before embarrassing yourself publicly. The Sharks have eliminated their bank debt;
http://www.smh.com.au/rugby-le.....33r59.html
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