Write a short summary of what happens in the radio or audio execution or campaign.

Instead of another radio ad, we created a piece of culture - “Real Nice”, a one-of-a-kind music collaboration between three of Australia’s hottest young artists - TKay Maidza, Young Franco, and Nerve; all with a football connection. Launched as a music track in it’s own right, it lands the A-League’s creative platform “Here Come the Future”; The ask of artists was simple: Creative self expression through football. Tkay, the lyricist, worked on the initial music bed that young Franco had laid down. Tkay in particular wanted to empower fans, grassroots players and professionals to play their own way on and off the pitch. Nerve wrote his own lyrics in response to TKays, coming forth in the track as a hip-hop back and forth exchange. “Real Nice” translates football culture into a music track with enough universal appeal to reach a new, younger audience, whether they play the game or not.

Script & Translation. Provide a full English script and translation of any audio.

What? I don’t think they’re ready for this Hook These moves looking real nice in future (x3) Pull up on em and it look nice look nice These views looking real nice in the future (x3) Pull up on em and it look nice look nice Made a choice to invest, Strategise, Running with the crew, Now we winning more than dollar sign’s, At the corner tappin shoulder no extra time energy, They way these haters talking bout it kinda elderly Doing numbers on the board no jeopardy Started at the bottom now they wanna referee Gotta lotta shots aiming for the centrepiece We outta time for all drama it’s the heavy Leagues A-Yo We can bring it fast And y’all move slow When we get the pass it go lets go, When we take the shot you know you know Like, A-Yo lets go getting every shot from every angle making hella move, get the money on low When we get the pass its go lets go (Like) Hook The way we build is strong and tactical We been Moving big, impacting radical Always maximum and past the capitol Never rationed, all this talent matching y’all Gotta problem, its confidence don’t get offended, Had to grow it Taking every opportunity it is showing Ain’t about to let a non believer blow it Self made it we don’t need another throw in. A-Yo We can bring it fast And y’all move slow When we get the pass it go lets go, When we take the shot you know you know Like, A-Yo lets go getting every shot from every angle making hella move, get the money on low When we get the pass its go lets go (Like ay) In the zone in the zone 90 minutes in the zone in the zone Doing big yeah We Bout bring to it home Run it quick quick quick Never miss miss miss (x2) It’s techers on the feet how I make them look twice Top corner when I shoot with the leftie or the right To the opposition I’m a problem with it all night Fresh kit and I pull up on em’ look nice, yes, looking nice Unstoppable, when we got the ball when the team get the call We coming to take it all from the home field to the world stage Yeh we tight, thats right and pulling up on them looking nice, yeh looking nice. Hook Here come the future (x3) Pull up on em and it look nice look nice

Please tell us how disruption in your market place inspired the work

What became apparent in our analysis of the marketplace was that historically the A-Leagues had often tried to ‘out-shout’ its sporting competitors - using similar sporting tropes, imagery and messaging in the same media where more established and well-known competitors could easily outspend us. If we followed the logical, proven formula of our sporting competitors we would fail. We identified that Football and youth culture are uniquely entwined - in music, fashion, gaming, and beyond - in a way that very few other sports are. If we could tap into this connection and appear authentically in culture, we could disrupt the category, and seize a headstart on attracting Australia’s next generation; future watchers, buyers and participants that would power the game for years to come. Thus we plotted not to build a campaign powered by media, but to build a campaign powered by culture.