FFA taps into fears and motivations of players in World Cup ad campaign
Football Federation Australia is this week launching an ad campaign for the FIFA Word Cup, with creative focusing on players’ skills, motivations and their personal fears.
The campaign called “Unleashed” was developed by Lowe Sydney and aims to create an emotive ‘rallying cry’ to build momentum from the first Australian World Cup match against Germany on June 13.
The initial part of the communication is being delivered through TV and print and features well-known names in Australian football including David Carney and Luke Wilkshire.
There will be experiential activity, while sponsor Nike has developed Unleashed-branded T-shirts.
The campaign has also been extended into a Socceroos World Cup section on the FFA website.
Simon Cox, Lowe creative director of the project, said: “The Socceroos are on the rise, and they’re an unknown quantity. There’s a big chance they could upset the best-laid plans of much bigger, much more established teams.
“So we’re focusing on this fear of the unknown, and building on the anticipation leading up to the tournament. It’s a campaign that’s going to lay the foundation of the future Socceroos brand.”
Credits:
- Agency – Lowe Sydney
- Production Company – @Radical Media Sydney
- Director – Christopher Riggert
- Executive Creative Director – Simon Cox
- Senior Copywriter – Dean Hamilton
- Producer – Karen Bryson
- Agency Executive Producer – Lisa Brown
- Fuel – Post production
- Editor – Stuart Reeves / Guillotine
- Photographer – Penny Clay
- Designer – Justin Maller
- Typographer – Luca Ionescu
- Music and Sound Production – Eclectic Music / Sound Reservoir
- Account manager – Nathan Quailey / Guy Lovell
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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I really like this ad, but no one’s afraid of the Socceroos, soory but seriously
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That’s crap!
Such an opportunity to harness the excitment and positive energy of the nation….
EPIC FAIL…..
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Needs more passion. Boring.
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They missed such an opportunity to harness Brett Holman’s great looks and technique on the park. This guy is such a quality player, It amazes me how much he gives the ball away, doesn’t involve himself in the play and scores zero goals. I’m really looking forward to his minimal contribution at the World Cup. Did I mention his sexy gold locks?
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I like the Wilkshire one, but no one is going to be afraid of Carney. Good player to have in the squad, but I can’t see Schweinsteiger and Ze Germans being afraid of the AZ Alkmaar benchwarmer.
Josh Kennedy walking around Tokyo, smashing buildings like Godzilla would have been awesome, but I’m just a media buyer.
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Meant FC Twente … obviously
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They can unleash me anytime…ggggrrrrrrrrrrrrrrr.
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Interesting…
I don’t know anything about soccer (more of a stamp collecter myself) but why do they throw chairs?
Do they always have a sprinkler on?
Why do they play at night with no lights on…
Sport – for those with no brains…
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@Andy “I don’t know anything about soccer (more of a stamp collecter myself) but why do they throw chairs?”
Cos they are all socca hooligans and efniks.
luv Phil Rothfield
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Brett Lolman
There should have been a bus in here
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Reminds me of that crap “I saw a doctor” quite smoking ad. Where the pack of smokes is talking to his prey. Very uninspiring. Not a single hair on the back of my neck was impressed.
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PITHY. RIGGERT.
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