The Australian Sports Commission cheers Aussie legends in its latest campaign via The Monkeys

The Australian Sports Commission has launched the latest iteration of its ‘Self-belief in Sport’ campaign with the release of online film ‘No Time For Never’, created by The Monkeys.

‘No Time For Never’ highlights the value of self-belief and how it can be fostered through team sport through the stories of little-known Australian sporting legends. The film provides a snap shot of senior athletes participating in their chosen sports and the challenges, friendships and laughs that happen along the way.

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‘No Time For Never’ has been released across the Australian Sports Commission’s social platforms and has already clocked up over one million views on Facebook. A continuation of the ‘Self-belief in Sport’ PLAY.SPORT.AUSTRALIA., the campaign is created by The Monkeys to inspire Australians to participate in sport in order to live more active and healthy lives.

Over the weekend the film was launched by the Federal Minister for Health and Sport, The Hon Sussan Ley, at the Our Sporting Future conference, held on the Gold Coast, Queensland. It’s the second film in the campaign series. The minister launched the first, ‘Australian Kids Talk Sport’, in March 2015. 

Says Justin Drape, co-founder and creative director of The Monkeys: “It was a pleasure meeting, and working with, the athletes on this project. Their approach to sport, life and community is infectious and stories like theirs don’t appear in today’s media as often as they should so hopefully people will enjoy this piece and get something out of it, or know somebody who will.”

Says Alyssa McClelland, director with Finch: “Bringing out the stories of these sporting souls was a true honour. Interviewing each person and getting to know them over the duration of the project was an incredible process, as they all possess such strong, unique and inspiring personalities. Their attitude to life is so authentically positive that I left the set everyday with a massive smile on my face, relishing the tales, the wisdom and the insights that had been shared so generously with me. It’s a delight to now be able to share this with a wider audience.”

Client: Australian Sports Commission