| Title | GRAZED ON GREATNESS |
| Brand | M.J BALE |
| Product / Service | AUSTRALIAN CRICKET TEAM SPONSORSHIP |
| Category | A03. Flyers, Tickets, Invitations, Postcards, Calendars, Christmas and Other Greetings Cards |
| Entrant | WHYBIN\TBWA GROUP Sydney, AUSTRALIA |
| Entrant Company: | WHYBIN\TBWA GROUP Sydney, AUSTRALIA |
| Design/Advertising Agency: | WHYBIN\TBWA GROUP Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Paul Bradbury | Whybin\TBWA Sydney | Ceo |
| Matty Burton | Whybin\TBWA Sydney | Executive Creative Director |
| Dave Bowman | Whybin\TBWA Sydney | Executive Creative Director |
| John Mckelvey | Whybin\TBWA Sydney | Creative Director |
| Peter Galmes | Whybin\TBWA Sydney | Creative Director |
| Stephen Oliver | Director | |
| Hugh Miller | Whybin\TBWA Sydney | D.o.p |
| Gerrard Needham | Photographer | |
| Bryony Marks | Whybin\TBWA Sydney | Account Director |
| Rob Lowe | Eleven PR | Pr Director |
| Sydney Spagnoletti | Eleven PR | Senior Account Executive |
| Chris Mawson | Whybin\TBWA Sydney | Head Of Studio |
| Celia Nicholas | Method Studios | Post Production |
| Simon Lister | Nylon Studios | Music/Sound |
We aimed to generate awareness for M.J. Bale’s sponsorship of the Australian Cricket Team and to communicate M.J. Bale’s provenance story within our designs. Rather than simply attaching a promotion to an existing range of suits, or just updating the packaging on face value, we created an entirely new product line. Designing the ‘Grazed on Greatness’ promotional range of pure wool suits. The Australian Cricket Team would wear the suits before we released the range to the public.
M.J. Bale is a relatively new, high-end, Australian men’s fashion brand. They make garments from the world’s finest raw materials, including a range of Australian superfine Merino wool suits. They have a focus on provenance and authenticity. Our brief was to gain awareness of M.J. Bale’s sponsorship of the Australian Cricket team, as Official Tailors to the team, by designing in-store promotional material that would showcase their sponsorship.
Our sponsorship of the Australian Cricket Team gave us access to a unique ingredient that no other fashion brand had: 150 years of Australian victory. So, we wove this through the fabric we crafted the range from. First, we found the oval where the Australian Cricket Team has had its most victories, the Sydney Cricket Ground (SCG). We took grass from there, replanted it on a Merino sheep farm, fed it to our sheep and with their wool, now infused with victory, handcrafted the suits. We had successfully incorporated the sporting victories and greatness that Australians feel most passionate about into the superfine Merino wool we designed the range from.
The range generated a huge amount of PR and awareness for M.J. Bale’s sponsorship, and a unique provenance story had been established. The campaign earned media coverage (broadcast TV, News, Press, Editorial, PR, social media) valued at over A$3.2 million $US 3.3 million. In store traffic and sales spiked to an all time high.