Lowe trick for A-League in Brisbane: The Great Christmas Gift Wrapping Swindle
Case study: In a bid to increase Boxing Day A-League football crowds, Lowe Sydney conjured a nasty prank on the people of Brisbane over Christmas. What appeared to be a free gift-wrapping service, and a gesture of goodwill, turned out to be a jab at the Brisbane Roar football team and their fans. Thousands of Brisvegans had their gifts wrapped with printed paper showing images of their players depicted as Christmas fairies and stuffed turkeys only to be told a few days later that they had been swindled, with all the blame being pointed at their neighbourhood rivals, Gold Coast United. 
Being the local derby the two teams and their fans have an ongoing
rivalry. The swindle was a fitting retaliation to an earlier Gold Coast
team mascot prank, also conceived by Lowe Sydney.The story was quickly picked up by the local media stations, fuelling a bitter online quarrel between fans before a history-making turnout filed into Skilled Stadium to see the Gold Coastians smash Brisbane, 5-1.
Client: Football Federation Australia
Agency: Lowe Sydney
Creative Director: Simon Cox
Copywriter: Nathan Lennon
Art Director: Dave Gibson
Producer: Jake Heath
DoP: Lee Mariano
Group Account Director: Nathan Quailey
Senior Account Manager: Guy Lovell
Client Lead: Pete Jarmain
0 TrackBacks
Listed below are links to blogs that reference this entry: Lowe trick for A-League in Brisbane: The Great Christmas Gift Wrapping Swindle.
TrackBack URL for this entry: http://www.campaignbrief.com/cgi-bin/mt/mt-tb.cgi/7488
12 Comments
Leave a comment
CAMPAIGN BRIEF Gold Sponsors
CAMPAIGN BRIEF Silver Sponsors
CAMPAIGN BRIEF Bronze Sponsors
Campaign Brief Magazine
Subscribe or view online to the region's most influential creative ad magazines - Campaign Brief (Australia/NZ) and Campaign Brief Asia.
Download the subscription form (PDF)
Advertise in the region's most influential creative ad magazines.
Download the rate card for Campaign Brief (Australia/NZ) or Campaign Brief Asia.
Gold. Nice work Gibbo!
I think I get it. I think I like it.
Genius.
Awesome! Genius use of media! Don't get much for free these days ... GOLD STAR BOYS!
History making crowd? what 5,000
Being a football fan I'd be interested to know where these quarrels were so I can read them as I never read them.
Good on ya boys! It's the attention to detail that impressed me. Especially the casting ; )
Hahahahahaaa!! Sucked in bogans.
Panther and Mantis. A formidable creative force... nice.
Gibbo, will you teabag me?
Those boys at Lowe brought their A game to the A League huh, nice one!
that's a stretch....only 4 people, an English immigrant and a dog support the Roar...who cares...
great prank!