News

CommBank turns focus on ‘game changing’ women in campaign from M&C Saatchi

Commonwealth Bank and M&C Saatchi have launched a campaign to promote women’s sport by turning the spotlight on those who they have dubbed “The Game Changers”.

A 30 second TV ad features sports stars Ellyse Perry and Sam Kerr along with women who play cricket and football at grass roots level.

The Game Changers crusade aims to champion both elite and grassroots female cricketers and footballers, who are “moving the game forward and changing it for the better”, the agency said.

Commonwealth Bank general manager of brand and sponsorships, Dianne Everett, said: “Our long-standing support for women’s cricket coupled with our new sponsorship of women’s football has helped us understand the importance of creating equal access for players of all ages, genders and abilities to participate in sport.

“We are proud to support Australia’s future game changers through women’s sport from grassroots to elite levels. Our commitment to two of the country’s favourite sports will further inspire women and girls to be active and play a game they are passionate about.”

The campaign will roll out 15 and 6 second ads with specific football and cricket focuses for TV and online video, while out of home and digital executions will also feature.

M&C Saatchi Group executive creative director Mandie van der Merwe said: “CommBank’s renewed support of women in sport is not only important because it makes transformation possible now, it’s vital because it allows future generations to watch these game changers on-screen and imagine the possibilities for themselves.”

Credits

M&C Saatchi

Chief Creative Officer – Cam Blackley

Executive Creative Director – Mandie Van Der Merwe

Creative Director – Rosita Rawnsley-Mason

Senior Copywriter – Georgie Waters

Senior Art Director – Felix Ettelson

Senior TV Producer – Sarah Cowen

Lead Project Director – Rachel Strobridge

Lead Print Producer – Greg Hyslop

Group Strategy Lead – Catherine Mellon

Senior Strategist – Oliver Wilson

Group Head – Charlie Elliott

Senior Account Director – Alexandra Sherbon

Production Company – Scoundrel

Director – Lucy Knox

Executive Producer – Adrian Shapiro

Executive Producer – Kate Gooden

Producer – Holly Winter

DOP – Max Walter

Edit – Stewart Arnott

Grade – Ben Eagleton

Online – Simon Deighton

Animation – Gina Wagstaffe & Max Clifford @ Heckler

Sound Studio – Song Zu

Sound Design – Abby Sie

Sound Producer – Meg Drummond

AKQA Media

Ewan Mitchell – Client Partner
Eliza De Mesa – Communications Director
Elizabeth Fuhr – Digital Manager
Sasiprapha Elliot – Communications Coordinator

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