Star players become comic book heroes in Hyundai A-League launch campaign

The Hyundai A-League has released a new campaign for its 2019/20 season, continuing its ‘Where Heroes Are Made’ brand platform that launched last year.

The ads seek to capture the atmosphere of attending an A-League match, with animations turning star players into comic book-style heroes.

The OOH campaign involves a series of ads which each feature one of the ‘hero’ players.

The OOH executions for the Hyundai A-League

Head of Leagues, Greg O’Rourke, said in a statement: “The Hyundai A-League 2019/20 season is a big one for football in Australia. We have moved to a new operating model for the Leagues, a new club, new venues, new coaches and new players.

“We set out to ensure that this season would be very different in so many ways. To ensure our campaign truly engages with our target, our brief to Saatchi & Saatchi was literally to assault our viewers’ senses and get people talking about the new season kicking off.”

The campaign was created by Saatchi & Saatchi, and the animated spot was produced in partnership with Passion Pictures and 2Viente.

Saatchi & Saatchi executive creative director, Rebecca Carrasco, said: “Being at a live match is a visceral, sensorial experience and it’s different for every fan. The idea was to take the experience of a live match and re-interpret it in a way that really makes you feel something.”

The campaign is being executed across film, OOH, radio, digital and individual club stories.


Client Lead: Kylie Lawless. Leagues Marketing Manager

Creative Agency: Saatchi & Saatchi
Chief Creative Officer: Mike Spirkovski
Executive Creative Director: Rebecca Carrasco
Creative Director: Piero Ruzzene
Creative Director: Flavio Fonseca
Senior Copywriter: Anton Posa
Senior Art Director: Simon O’Neill
National Head of Broadcast: Renata Barbosa
TV Producers: Michael Demosthenous & Georgie Patching
Print Producer: Holly De Roy
Group Account Director: James Tracy-Inglis
Account Directors: Belle Bonar & Annabelle Ewen
Strategic Planner: Donna Yan
Production House: Passion Pictures
Director: Nick Lines
EP: Graham Pryor
Producer: Adriana Wong & Chavvah Stuart
Junior Producer: Megan Plane
Colourist: Caleb De Leon
Sound Design & Mix: Simon Lister / Squeak E. Clean Studios
Sound Post Producer: Angelina Phengphong / Squeak E. Clean Studios


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