Fox Sports launches ‘We’re a FoxSporting Nation’ campaign via Cummins & Partners, Sydney
Fox Sports has launched its new brand platform with a series of work developed with Cummins & Partners Sydney, under the line ‘We’re a FoxSporting Nation’.
“Australia, more than any other country, identifies itself by its sporting passions,” says Adam Ferrier, CSO at Cummins & Partners. “Therefore, being an Australian, by right, makes you a fan of sports. We wanted to remind Australians that Fox Sports isn’t a network only for the sporting fanatics. It’s for Australians who enjoy their sports – and yes, that’s just about everybody!”
Says co-ECD of Cummins & Partners Sydney, Julian Schreiber: “Fox Sports plays an important role in Australian culture. It’s the way most people enjoy their sports at home, with friends, or at the pub. We wanted to create a platform that reminded people of this – and was inclusive in nature.”
“Over the next few months you’ll see the campaign come to life in a series of ads, events, ideas and activations,” adds Tom Martin, co-ECD of Cummins & Partners Sydney. “All of it has been created in a matter-of-fact style, with wry Australian humour.”
Adds Patrick Delany, CEO of Fox Sports: “This is fresh work for Fox Sports in both tone and message. The aim is to broaden our market and ensure Fox Sports connects Australians with their sport – at last count, that was around 23 million people. We’ve had a great time bringing this to life with the crew from Cummins & Partners Sydney.”
‘We’re a FoxSporting Nation’ was first launched on Australia Day with a series of newspaper wraps. This weekend saw the launch of several ads. Over the coming weeks and months more work will unfold against this newly created platform.
Cummins & Partners Sydney was founded in 2015 and counts Fox Sports, Vodafone, Pernod Ricard and National Home Doctor Service as some of its clients. Managing Director Rebecca Bezzina joined the team this week.
Cummins & Partners
Julian Schreiber, Co-Executive Creative Director
Tom Martin, Co-Executive Creative Director
Adam Ferrier, Chief Strategy Officer
Avish Gordhan, Senior Copywriter
Mandie van der Merwe, Senior Art Director
David Flanagan, Group Account Director
Rod Mooseek, Group Account Director
Georgia McLean, Account Director
Shannon Mason, Senior Account Manager
Olivia Etzine, Account Executive
Shane Wilson, Finished Art
Abby Hunt, Broadcast Producer
Kate Harper, Digital Producer
Production Company
Tim Bullock, Director, Scoundrel
Adrian Shapiro, Producer, Scoundrel
Media Company
Martin Newman, Director, Mindshare
Jack Smyth, Strategy & Innovation Manager, Mindshare
Josh Greive, Investment Manager, Mindshare
6 Comments
Great line. Nice work Avish.
Great idea and provocative execution. Like it a lot.
Ba Dum Tss
Good on Fox Sports for doing something different. Funny.
Nice one!
A lot of unsung heroes here.