A DIFFERENT BALL GAME - HOCKEY

TitleA DIFFERENT BALL GAME - HOCKEY
BrandMELBOURNE ACES
Product / ServiceBASEBALL TEAM
CategoryB01. Internet Film
EntrantOGILVY MELBOURNE, AUSTRALIA
Entrant Company OGILVY MELBOURNE, AUSTRALIA
Advertising Agency OGILVY MELBOURNE, AUSTRALIA
Production Company EXIT FILMS Melbourne, AUSTRALIA

Credits

Name Company Position
Steve Back Ogilvy Chief Creative Officer
Tim Pashen Ogilvy And Mather Copywriter
Brett Edwards Ogilvy And Mather Art Director
Sally Hastings Ogilvy Art Director
Michael Punton Ogilvy Copywriter
Toby Gill Ogilvy Senior Account Manager
Luke Coulson One20 Supervising Producer

Brief Explanation

Australians love their ball sports. Unfortunately, baseball just isn't on the list. To get the Melbourne Aces baseball team on the radar of this sports mad nation, first we had to get people talking about baseball. But with only a fraction of the budget compared to the major players in Australian sport, that was no easy challenge. The solution? Using technological wizardry, we created 3 fake videos featuring Aces players targeting other ball sports and beating them at their own game. We then seeded the videos, starting debate on blogs and sport sites, until the Australian media picked them up. Before long, the whole world was talking about Australia’s latest ball game. The campaign even made ‘Play Of The Week’ on ESPN SportsCentre USA, in the home of baseball.

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