Netball drives profile of women’s sport with aggressive new campaign
Newly minted agency Blood UTD has launched its first major campaign for the new Super Netball League – the latest entrant into the burgeoning field of women’s professional sports now attracting broadcasters and sponsors.
Netball is being positioned as an aggressive full-contact sport.
The agency launched the new work this week, ahead of the league’s debut on 9Gem and Telstra TV on February 18.
The league has also attracted the support of Suncorp as its lead sponsor.
Netball has tapped into the talents of former W+K Amsterdam creative David Smith, who founded Blood UTD last year.
Smith earned his reputation working on the Nike and EA Sports accounts and the new campaign paints the Suncorp Super Netball League as an aggressive, full contact sport backed with the hashtag #allontheline.
FACE OFF | SUPER NETBALL from Blood UTD on Vimeo.
The campaign is backed by an evocative track from rising Australian hip hop star TKAY Maizda.
Smith said there was much about netball that he hoped the new campaign would bring to life.
“From the beginning of the project, we wanted to capture a hyper modern picture of netball,” Smith said.
“Highlight the drama, the emotion, the tension, the skills, the speed of the modern game. And with the help of an awesome client, a great production team, and some banging beats from TKAY Maizda, we think we have achieved this.”
The launch of the league will be supported by large scale outdoor posters shot by Sydney photographer Toby Dixon and will also feature a series of short films with stars of the league throwing down the challenge to their opponents.
The campaign comes just two weeks after the AFL launched its women’s league bringing back the tagline “I’d Like to See That” and after the successful completion of Cricket Australia’s Women’s Big Bash League.
Credits:
- Client: Netball Australia
- Agency | Prod. Company: Blood UTD
- Writer/Director: David Smith
- Producer: Luke Coulson
- D.O.P: Liam Gilmour
- First A.D: Andrew Moffat
- Edit house: The Trace House
- Editor: Chris Brown
- Grade: Nicholas Hower (Posthaus)
- Final Mix: Craig Conway (Final Sound)
- Music label: Dew Process
- Artist: TKAY Maizda
- Photography and content film production: Flint Sydney
- Director: Toby Dixon & David Smith
- Photographer: Toby Dixon
- Producer: Tim Berriman
- Digital agency: Made by Eastwood
- Designer: Vicki Smith
- Logo and type: White Kite
