The Special Group
1 month ago
Be it a supermarket or a bus stop, thanks to Kayo, ‘Nowhere is safe from Footy’ this winter. Kayo is set to kick off its winter codes marketing campaign this Sunday, 1 March and is the first from Kayo’s new creative agency Special Group.
Says Ant Hearne, CCO, Kayo Sports: “Footy is back and there is no better way to enjoy watching every game live and on demand than with Kayo. Our sports line-up over the winter months is incredible – along with every AFL and NRL game, fans can follow all the live action from the Formula OneTM, Supercars, Super Rugby, The Masters, Wimbledon and the NBA Finals just to name a few.
“We’re particularly excited to debut our first of many campaigns with Special Group. The team at Special Group have a proven track record of achieving incredible results for their clients through impactful creativity that cuts through the noise. We are loving having their creative minds focused on the Kayo brand and we are looking forward to the journey together.”
Says Cade Heyde, managing director, Special Group: “We wanted to create a simple but impactful way to dramatise that nowhere is safe from this season’s footy and if we’re lucky, hurt some lettuce along the way. We’re delighted to be partnering with Kayo, the agency has been chomping at the bit to work with this brand for some time and we’re looking forward to helping build a brand with plenty of creative highlights across the year.”
The TVC was based around the idea that you can take the footy anywhere in Australia with Kayo, so you never know when footy will show up. In one version, Richmond superstar Dion Prestia and Carlton’s rising star Sam Walsh show up in a local supermarket, and launch themselves off a pallet of toilet paper, taking a hanger and crashing into a shelf of lettuce.
In the second version, Brisbane Bronco’s second rower Alex Glenn and Roosters Premiership winning five-eighth Luke Keary appear at a bus stop. Keary attempts to side-step Glenn before he’s tackled through the bus stop glass.
Says Hearne: “No need to worry for Broncos and Roosters fans, no footy star was harmed in the making of these TVCs, although kudos to our stunt doubles who managed to get the bus stop shot in one take.
“It was a lot of fun shooting with these guys, Dion Prestia couldn’t wipe the smile off his face all day, to the point where we had to ask him to put his game face on. Their enthusiasm really comes across in the finished product and I hope people get a laugh watching it.”
The ‘Nowhere is safe from Footy’ campaign also includes a range of radio, press, digital and OOH, including a new Sydney Tram wrap and key placements across Sydney, Melbourne and Brisbane.
This winter, Kayo has every game of the 2020 Toyota AFL Premiership Season and 2020 NRL Telstra Premiership Season plus over 50 other sports. Kayo members have the flexibility of watching their favourite sport on their favourite device including mobile, tablet, laptop and smart TV. In addition to all the live action, fans can enjoy all the analysis from Fox League and Fox Footy plus Kayo Minis will be available for all NRL games, which will also feature no ad-breaks during play.
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Creative Agency: Special Group
Executive Creative Directors: Julian Schreiber, Tom Martin
Creative: Nick Cole, Pat Allenby
Executive Producer: Paul Johnston
Producer: Emily Willis
Strategy Director: Dave Hartmann
CEO: Lindsey Evans
Managing Director: Cade Heyde
Business Director: Jake Stopper
Business Manager: Meri Stewart
Media Agency: Havas Media
Client Services Director: Damien Terakes
Account Director: Catherine Edghill
Head of Investment: John Lynch
Investment Director: Stefan Klukowski
Senior Investment Executive: Fraser Johnston
Investment Assistant: Rob Oxley
Media Strategy and Channel Planning: The Hallway
Production Company: Revolver/Will O’Rourke
Director: Matt Devine
Executive Producer: Pip Smart
Producer: Serena Paull, Alex Kember
Edit: Arc Edit
Editor: Daniel Lee
Audio: Rumble Studios
Client: Kayo Sports
Head of Marketing, Kayo Sports: Joel Moran
Senior Brand Manager: Stephanie Lukin
Senior Manager Marketing Operations: Tim Micallef
Categories: Media and Entertainment, Streaming ServicesThe Special Group, 1 month ago