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What Makes Football the Beautiful Game? BMF & FFA Answer

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Agency kicks off the Hyundai A-League with a question

What Makes Football the Beautiful Game? BMF & FFA Answer

Football Federation Australia has launched the 2014/15 season of the Hyundai A-League by questioning, “What is Beautiful?”

The campaign, which launches with a TVC directly challenges the notion of traditional beauty when it comes to “the beautiful game” by positioning the A-League as something truly unique.

BMF ECD Cam Blackley said: “We’re challenging those who compare A-League to Serie A, La Liga or the EPL. A-League is a uniquely Australian brand of the beautiful game. It’s quick, raw, physical and loaded with skill that impresses the big names that come to play in it. It’s our beautiful game and we’re bloody proud of it.

FFA CEO David Gallop said: "We’re here to challenge football fans’ definition of the beautiful game. Sure, the A-League has the goals, the skills and the moments that leave you wondering ‘how the hell did they do that?’ But it’s about much more than that. It’s about the unorthodox, the unpredictable and the unrivalled levels of passion from our fans. The team at BMF clearly understood the nuances of our business and our game – leading to a TVC that we’re extremely proud of.”

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Production Company

Director: Ash Bolland

Executive Producer: Peter Grasse

Producer: Tara Riddell

Production Company: Curious Films


Editor: Alexandre de Franceschi

Creative Agency

Creative Agency: BMF Sydney

Art Director: Ryan Fitzgerald

Copywriter: Jim Curtis

Group Account Directors: Anthony Moore

Planner: David Hartmann

Producer: Esta Lau


Composer: Rafael May

Post Production / VFX

Post Production Company: The Editors


Advertiser: FFA

Genres: People, Dialogue

Categories: Sports and Leisure, Events

BMF, Tue, 07 Oct 2014 13:34:18 GMT