Infinity Squared launches tv and digital content campaign for Cricket Australia sponsor ASICS
Creative content shop Infinity Squared has launched a new campaign for ASICS to coincide with the leading global sportswear manufacturer’s recent unveiling as the new official footwear and apparel sponsor of Cricket Australia.
The approach sees the use of longer format (digital) content to influence the creative for a 30″ format, an approach which Infinity Squared creative director Nick Boshier insists was important in delivering something real that would connect with people.
The longer format mini-documentaries communicate powerful insights on the motivations and challenges faced by Australian cricketers in their journeys to achieving their sporting goals. It’s not all glitz and glamour as some media would lead people to believe. It’s about hard work, dedication, and constant evolution.
The respective journeys of Australian cricketers Michael Clarke, Shane Watson and Brad Haddin are very different but all are inspirational.
The 30″ TVCs also feature the same players but focus more on the culture and goals of the
Australian cricket team rather than their paths as individuals. It’s about what it would take for the team to get back to the top of world cricket.
Says Boshier: “We wanted to humanise the stars in sport and communicate that achieving one’s goals is as much about training the mind as it is training the body. The voice over, the visual style, the beauty of the imagery, the overall communication hopefully reflects the simplicity of overcoming and stripping oneself of the things that hold us back.”
The campaign is in line with the brand’s True Sport positioning to be launched fully in 2012.
True Sport is about the journey that each and every athlete, amateur or professional, embarks upon to achieve their sporting goals.
Says Sam Chew, ASICS marketing manager: “Setbacks and challenges are very much a part of that journey. The Australian cricket team has just embarked upon their journey back to the top of the cricket world and the spots will give cricket fans a rare glimpse into what drives our cricket team.”
The TVCs will launch this week on Fox Sports while the three longer form documentaries will run across multiple digital and social media platforms when the Australian cricket team are back on local shores.
Creative: Nick Boshier, Mark Alston
Executive Producer: Dave Jansen
Production Company: Infinity Squared
Director: Mark Alston
Producers: Rachel Dore / Ainslee Wood
Post Production: Infinity Squared
Music Production: Song Zu
Client: ASICS
Marketing Manager Australia: Sam Chew
4 Comments
Dull as dishwater.
Yes, there’s nothing new here, but it rings true. And the unheralded Steve Waugh voice-over is a very nice touch that adds a quiet authority. Did you spot it?
If you’re going to comment on your own work just say so….
Not my work, 6:38, but I can see how you might misconstrue genuine interest in the subject. I guess I had one of those lapses where I found a kind word for something unspectacular but not totally shithouse like so much of the work showcased here.