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Australian Golf's New Mindfulness Campaign Sheds Light on Why Golf Is Good for Your Mind

21/09/2020
Advertising Agency
Sydney, Australia
59
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Australian Golf releases three hour slow-TV mindfulness film via M&C Saatchi Sport and Entertainment Sydney
Australian Golf has launched a new mindfulness campaign with the release of a three hour long slow-TV feature film 'Tee Your Mind', in partnership with M&C Saatchi Sport and Entertainment Sydney. With an enduring history in Australian sport, golf has long been enjoyed by people of all ages and skill levels. Whilst the game boasts an array of social and physical benefits for players, the positive mental health impacts of golf are widely unknown.

This called for a fresh perspective on a traditional game, with a campaign that sheds light on the mindfulness benefits of the sport and why golf is good for your mind. The ‘Tee Your Mind’ integrated campaign was brought to life by Sport and Entertainment across content, social and PR and is the first of its kind for Australian golf, using slow TV to uniquely shy away from the wave of emotional cues and fast-paced content synonymous with today’s television. A calm inducing voiceover immerses viewers on a three hour long journey down the fairway, emulating the sense of relaxation an afternoon spent amongst nature provides.

Steve Martin, M&C Saatchi Sport and Entertainment’s global CEO, said: “This is such an important moment in time to champion mindfulness generally and to be able to use golf to support that feels very fresh. 'Tee Your Mind' is essentially a ‘new-to-golf’ experience uniquely able to showcase the soothing nature of the game and the inherent benefits to your mindset. The backdrop of Australian courses fitted perfectly to the creative idea and the natural landscapes helped produce a stunning viewing experience."


The ‘​Tee Your Mind’ ​integrated campaign was brought to life by Sport and Entertainment across content, social and PR and is the first of its kind for Australian Golf, using slow TV to uniquely shy away from the wave of emotional cues and fast-paced content synonymous with today’s television. A calm inducing voiceover immerses viewers on a three hour long journey down the fairway, emulating the sense of relaxation an afternoon spent amongst nature provides.

Created in collaboration with post-production company White Chocolate, the film spans from day to dusk, shot at Collaroy’s Long Reef golf club and St Michael’s golf club in Little Bay, Sydney.

“We hope this film can help in shifting people’s perception of golf beyond the physical benefits and into the positive mental health elements. The concept may be different to traditional positioning of golf, but we are looking forward to having new conversations about the many great aspects of our sport,” said Andrew Newbold, chairman, Golf Australia.

'Tee Your Mind' launched on Friday 4th September following a growing trend of people turning to golf this year with the highest rounds in recent history played in the month of June.

Credits
Agency / Creative
Post Production / VFX
Music / Sound
Work from M&C Saatchi Australia Group
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