M.J Bale launches 'Paddock of Pride' social media campaign via Whybin\TBWA Sydney + Eleven PR

Screen Shot 2014-02-28 at 8.06.33 am.jpgIn a world social media first via Whybin\TBWA Sydney and Eleven PR, tweets of support posted by celebrities and media when the Socceroos qualified for Brazil, have been grown into grass on a two acre paddock in Cooma, NSW and then eaten by a flock of 100 Merino sheep, whose wool will then be used to prepare suits for the national team.

The campaign grew eleven Australian tweets of support from celebrities and media with the largest Twitter followings, into 'tweats' for sheep for the Australian suit maker and official tailor to the national team, M.J. Bale; ensuring the Socceroos will quite literally be dressed in passionate support from celebrities like Hugh Jackman, Shane Warne and Jessica Gomes.

VIEW THE FOOTAGE
VIEW THE MAKING OF 'PART ONE'
Screen Shot 2014-02-28 at 8.07.05 am.jpgGrown in rural NSW, each 'tweat' measured approximately thirty meters wide, all together taking up two acres of land. 100 Merino sheep were released by former Socceroos player, Mark Bosnich and the local Cooma Mayor, Dean Lynch and the sheep's entrance was accompanied by local singer, Ernie Constance, who sang the national anthem.

Statistics involved with the project:

·       212,000,000 grass seeds used
·       40,000 litres of hydro-seeding
·       816 hours of growing time
·       1,300 metres of irrigation
·       90 sprinklers
·       The hottest summer Cooma has seen since 1962
·       Only two days under 30 degrees in the 34 days of growing time

Says Marc Bosnich, former Socceroos player: "It is always incredibly encouraging to hear words of support, especially when it's from the likes of Jessica Gomes. Seeing the tweets grown in grass is just brilliant."

Says Dave Bowman, executive creative director Whybin\TBWA Group Sydney: "Australian pride and passion for the Socceroos was at an ultimate high when the team qualified, so working with the official suit maker M.J. Bale, we wanted to bring this to life in a fun way to show them this support. We hope the team wear their suits with pride."

The suit maker is well qualified to attempt the project having dressed the Australian Cricket Team in the greatness of Sydney Cricket Ground last year through the award winning 'Grazed On Greatness' campaign.  M.J. Bale has also dressed the Australian Polo Team and the Australian Turf Club; it works closely with top Australian woolgrowers to produce the world's most luxurious but practical material.

17 Comments

Big Deal said:

'In a world social media first'.
What does this even mean?
Whybin are the first agency to take tweets and turn them into grass?

If this wins.. said:

..I'm done

What are they smoking? said:

Possibly the most ridiculous idea I've ever heard.

paul the ball said:


I think this is very cute indeed. How can you bag this?

Like.

i said:

bonded in grass

Corinne said:

Awesome fucking idea and must have been fun to produce...well done to the creative team on this one.

I'm so very surprised.... said:

Well done to the production guy/girl who executed this. That's awesome!

Jack Tarboy said:

The empty sentiments of celebs who tweet, eaten by animals who can't read, worn by players who never win, at a sport that Australians don't really care for.

This idea could work for anything... said:

We got Aussie cricket players to curl out their turds on the ground as short, inspirational messages.
We then got some pigs to roll around in those turds and then we turned those pigs into bacon rashers for Primo...

Kill me now said:

superficial to the extreme

Tired of this said:

It seems Whybins are working to a formula, this feels all too familiar.Fail.

Sheeps dags said:

I didn't think you could get an idea more ridiculous than 'grazed on greatness' but congrats 'paddock of Pride' you've managed to pull it off.

tired of this said:

its called a campaign nutmeg

Oh puhleeeze!! said:


Come on boys get a real job.
You are looking desperate.

grazedongreatness said:

It was interesting first time round, I believe even nabbed some awards. Too tired to give them a new idea? http://www.campaignbrief.com/2012/03/grazed-on-greatness---aussie-c.html

This idea could work for anything... said:

We got Aussie cricket players to curl out their turds on the ground as short, inspirational messages.
We then got some pigs to roll around in those turds and then we turned those pigs into bacon rashers for Primo...

This idea could work for anything... said:

We got Aussie cricket players to curl out their turds on the ground as short, inspirational messages.
We then got some pigs to roll around in those turds and then we turned those pigs into bacon rashers for Primo...

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