|Title||THANK YOU: SAM KERR|
|Product / Service||KONA ELECTRIC|
|Entrant||MILKMONEY 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|
|Ethan McLean||Milkmoney||Head of Creative|
|John Weir||Octagon||Creative Director|
|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|
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.
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.
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.