Samsung partners with netball in Australia to launch ‘Rethink Role Models’ via iris Sydney
Samsung Electronics Australia has announced a partnership with netball in Australia supporting the Australian Netball Diamonds, the Queensland Firebirds and the New South Wales Swifts. To celebrate the partnership, Samsung together with creative agency Iris Sydney have created ‘Rethink Role Models’, an integrated campaign that includes a content series as well as digital, experiential at a grassroots level and out of home executions.
As the official sponsor and exclusive electronics partner of netball in Australia, Samsung will use its technology to connect audiences at a national, state and grassroots level via signage, naming and digital rights, community programs, branded content and an ambassador program.
Says Philip Newton, corporate vice president and chief marketing officer, Samsung: “When we reviewed our sponsorship portfolio, we identified a number of opportunities with netball that were aligned to our business.
“There are more than 1.2 million participants in netball in Australia, presenting a community that Samsung can engage with as well as support to help grow the sport and champion its athletes.”
Samsung has launched ‘Rethink Role Models’ to hero some of the game’s most celebrated athletes in a bid to encourage Australians to consider who they hold up as role models.
The campaign features Samsung’s five netball ambassadors: Laura Geitz, Sharni Layton, Kim Ravaillion, Caitlin Bassett and Paige Hadley.
The inspiring mini-series of six short films will roll out as part of a creative platform over the next seven months across social, digital, out of home, experiential and television advertising.
Says Holly Adams, head of corporate brand, Samsung: “As a brand, we strive to create genuine partnerships that deliver impactful campaigns that drive positive change within the community. Through ‘Rethink Role Models’ we have demonstrated this collaborative approach by working closely with our new ambassadors to define the narrative and as such connect authentically with the audience.
“The campaign is thought leadership in nature and speaks to Samsung’s commitment to being more than just a typical sponsor. The sport of netball and our ambassadors have proven to be exemplary advocates who will inspire the next generation of Australians.”
The ‘Rethink Role Models’ mini-series highlights personal battles of injury, losing a family member, self-confidence and sacrifice. The series champions what the athletes stand for, as well as the broader qualities they represent.
Says Jon Kelly, creative director, iris Sydney: “The challenge was to create a campaign that would establish a genuine emotional connection between the audience and the Samsung brand. Our mission was to inspire and drive positive discourse on the topic of role models and women in sport with Samsung at the heart. ‘Rethink Role Models’ does that and in speaking to a core issue for women, the campaign transcends the world of sport enabling us to bring Samsung to the forefront of these important discussions within the broader context of Australian society. We are incredibly proud of the project and look forward to seeing the impact it has.”
Client: Samsung Electronics Australia
Agency: iris Worldwide Sydney
Creative Director: Jon Kelly
Production Company: Exit Films
EP: Kim Wildenburg / Oliver Hammerton
Director: Paola Morabito
Producer: Matt Dooley
DOP: Ross Giardina
Art Director: Joanna Mae Park
Post Production: The Editors
Editor: Ryan Boucher
Colourist: Billy Wychgel
Sound: Nylon Studios
Composer: Stuart Welch
Music: Nylon Studios
Composer: Adam Moses
Casting: McGregor Casting
Cast Director: Stevie Ray
Media: Starcom MediaVest
Public Relations: Edelman Public Relations
Content credits:
Co-Directors: Paola Morabito / Larin Sullivan
DOP: Rupert Brown
Editor: Soumya Shah @ The Editors
3 Comments
Nice work, well done Jon. Some lovely lines in the first one.
Would be awesome if female directors in Australia were not only directing ads about women in sports/women’s issues?
ads on TV
elite net ballers like most elite athletes, on average need lots more help than the average person to adjust after the games over , On average they are hardly a role model of mental health for anybody., they are certainly a role model of excellent netball skills but will we all turn into elite net-ballers?
Would it not be better to tell children the truth, that they are already a unique diamond and life is a process of self discovery of their unique gifts
is it not better to do things from the position of already being a diamond? than promoting this is what you must do to be one.
Did you talk to people like those at beyond blue before you made these ads?, as for most younger people I think this kind of ad will be counterproductive to their mental health in the longer term