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

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Australian Golf releases three hour slow-TV mindfulness film via M&C Saatchi Sport and Entertainment Sydney

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

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Client

Client: Golf Australia

General Manager, Marketing and Communications: John Sutherland

Special Projects Senior Manager: Cameron Wade

Digital Content Coordinator: Justin Falconer

Client: Professional Golfers’ Association of Australia

Media and Communications Manager: Jonno Nash

Agency

Agency: M&C Saatchi Sport and Entertainment

Global CEO: Steve Martin

Creative Director: Jon Kelly

Head of Communications: Krystyna Frassetto

Account Director: Saynaree Oudomvilay

Senior Account Manager: Hazel Nichols

Senior Account Executive: Madison Lawler

Designer: Megan Leckey

Post-production

Post-production company: White Chocolate

Grader: David Mosqueda

Editor: Tex Loveday

Producer: Chris Klockner

Post Producer: Chris Grocott

Director of Photography: Augustin Chauvet

Sound

Sound: XO Sound, Josh Wermhut

Categories: Sports and Leisure, Sports clubs

M&C Saatchi Australia Group, Mon, 21 Sep 2020 11:51:50 GMT