Drummond Golf taps into the love of the game with new campaign
Drummond Golf is tapping into why people of all ages and backgrounds love to play the game for its latest campaign.
A series of TVCs have been tailored for upcoming events on the golfing calendar, including the The Masters as well as peak selling periods such as Christmas. Further executions will address members of Drummond Golf’s loyalty program, Drummond Club.
The campaign was created by Spinach, which won the strategic planning and creative account for Drummond Golf in 2019.
Spinach group account director, Ben Wilson, commented: “Having worked on the Drummond Golf account for many years, I can safely say this production was the most challenging and rewarding of all. With travel restrictions at their worst, we sourced separate crews and cast in each state, and monitored everything remotely from Melbourne. It was a remarkable process that has produced some exquisite footage suitable for the market leader that Drummond Golf is.”
The TVCs were shot at golf courses across Australia, including Cape Wickham on King Island, Kalgoorlie Golf Course, Joondalup and The Coast Golf Club NSW.
“This work manifests the passion and love players have for golf, projecting warmth and appeal through the style of shooting and direction. By creating a suite of video assets, we can showcase the features and benefits of the whole Drummond Golf offer and ladder down from the brand to support the upcoming retail calendar,” said Spinach senior creative, Justin Groves.
Drummond Golf’s director of marketing, Ravi Abeyaratne, added: “The Drummond Golf brand is as strong as it’s ever been and for the first time in many years, participation in the game we love is growing. New people of all ages are getting bitten by the golf bug and our business is dedicated to helping them during their golf journey.”
Credits
Client: Drummond Golf
Drummond Golf Director of Marketing: Ravi Abeyaratne
Creative Agency: Spinach
Executive Creative Director: Frank Morabito
Creative Director: Justin Groves
Writer: Frank Morabito
Art Director: Justin Groves
Group Account Director: Ben Wilson
Senior Account Manager: Gab Panther
Production: Spinach
Agency Producer: Beaver
Lead DOP: Graeme Wood
Casting: Chameleon
Editor: Craig Tonkin
Grading: C.J. Dobson
Music and Sound Design: Production Alley
