THANK YOU: SAM KERR

TitleTHANK YOU: SAM KERR
BrandHYUNDAI
Product / ServiceKONA ELECTRIC
CategoryA01. Direction
EntrantMILKMONEY Sydney, AUSTRALIA
Idea Creation MILKMONEY Sydney, AUSTRALIA
Idea Creation 2 OCTAGON Sydney, AUSTRALIA
Media Placement HEARTS & SCIENCE Sydney, AUSTRALIA
PR NEON BLACK Sydney, AUSTRALIA
Production MILKMONEY Sydney, AUSTRALIA

Credits

Name Company Position
Ethan McLean Milkmoney Head of Creative
John Weir Octagon Creative Director
Emma Woodward Milkmoney Producer
George Tyler Freelance Cinematographer
David Franjic Freelance Cinematographer
Rolando Olalia Freelance Editor
Simon Hearn Octagon Senior Account Director
Carrie Williams Milkmoney Head of Production
Matt Taylor Milkmoney Managing Director
Alex Cassisi Milkmoney Assistant Editor
Minjoo Shin Milkmoney Illustrator and Motion Designer
Anthony Marsh Freelance Sound Engineer
Matt Campbell Freelance Colourist

Write a short summary of what happens in the film

The 2019 FIFA Women’s World Cup is the pinnacle of footballer’s dreams. But the athletes didn’t get there on their own. So, in the lead up to the tournament the Hyundai Thank You Letters campaign gave athletes the chance to acknowledge people instrumental in their journey. In this film Matildas captain Sam Kerr writes to her former trainer Aaron Holt. Despite not speaking to him in over 4 years, Sam tells of her gratitude of Aaron’s support in one of the darkest moments of her life in this emotional film.

Cultural/Context information for the jury

The Matildas are Australia’s national women’s football team. Australian athletes are well trained by media representatives to typically provide safe yet generic answers for sponsors. The team had an increase of attention heading into the 2019 FIFA Women’s World Cup with high expectations of a good result. Sam Kerr is regarded as one of the top female footballers in the world. Ranked 5th in the world in the 2018 Ballon d’Or Award. Woman’s sport in Australia traditionally hasn’t been well supported by sponsor campaigns.

Tell the jury anything relevant about the direction. Do not name the director.

In a tight athlete appearance window every second counts. With travel included in the athlete’s time we decided to film in their hotel. Whilst working in a limited space created challenges it meant we could focus our time on getting authentic performances. Sitting down to write a personal letter in front of film crew is intimidating. By using our letter template and advice, we gave the athletes the support they needed to write eloquently and confidently in their own words. For our nervous recipients, this was often their first time working with a crew. And we only got one shot at capturing their heartfelt reactions. So, we create sets with limited lighting in personal spaces they were confident in, prepared them and then gave this special moment the space it deserved. The emotional content in this longer film was also used in TVCs and short form executions across the campaign.

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