Edge enlisted for Invictus Games Sydney 2018 launch; kicks off new work to mark 500 days to go
The Invictus Games are coming to Sydney in 2018 and creative content agency Edge has been enlisted to help deliver the Games’ message and showcase the healing power of sport.
Edge was awarded the account in a four-way pitch to kick off the content campaign to mark 500 Days to Go until the opening ceremony of Invictus Games Sydney 2018.
Prince Harry founded the Invictus Games in 2014 for wounded, injured and ill serving and veteran defence personnel. In Sydney, competitors will contest a range of adaptive sports including wheelchair basketball, indoor rowing, swimming and archery. The Invictus Games
highlights the power of sport to inspire recovery, support rehabilitation and generate a wider understanding and respect for the wounded, injured and ill men and women who have bravely served their countries.
The second Invictus
Games were staged in Orlando in 2016, and will be in Toronto, Canada in September this year. Sydney will host the fourth Invictus Games in October 2018 with events across Greater Sydney including Sydney Olympic Park and on and around Sydney Harbour. More than 500 competitors from 18 nations will be in Sydney along with 1000 accompanying family and friends.
The first phase of Edge’s work is a launch film and content series.
The launch film is a teaser that uses archival footage to tell the combined stories of those who contest the Invictus Games and the people who support them. They are fathers, mothers, sons and daughters who have been wounded, injured or become ill during or as a direct result of their service and have used sport to overcome and begin again.
The content series will feature mini documentaries focussed on the network of family and friends that support the Australian Invictus Games competitors in their recovery journey.
Says Matt Batten, ECD, Edge: “This is a rare opportunity to work on something that is authentic and human. The campaign merges sport, compassion, national pride, and genuine stories. We’ve already had the honour to meet some incredibly inspiring people. These are real Aussies who will remain unconquered.”
In previous years, videos for the Invictus Games have featured Barack and Michelle Obama, Justin Trudeau and Her Majesty The Queen.
Says Fergus Stoddart, managing partner, Edge: “We look forward to helping in the lead up to October 2018. We urge all Australians to celebrate the brave men and women who gave so much in the service of their countries.”
1 Comment
Looking forward to the games. Sydney 2018. Has anyone set a date yet? Or is that a secret!