If you ever thought that football was just a game, 303 MullenLowe’s campaign film for the WA Country Football League (WACFL) is going to change that. Unlike the ra-ra of most football campaigns, this one is quietly reflective and paradoxically powerful – a tribute to the role that country football play within the West Australia community.
The film is part of a campaign by 303 MullenLowe that includes a new name and brand identity for the League. Its new Country Football WA name and brand will be rolled out across the state, alongside a new strapline, Thriving Through Football. Its new logo is based on the swan, with its wings forming the shape of WA. The film will be housed on the Country Football WA website, used across social, and shown to clubs and communities across the state to gain support for the new brand.
Lachy Banton, 303 MullenLowe copywriter explained, “There were some lovely stories from people who grew up in the midst of country footy. It was clear that it was much more than just a game, and it was important that we developed something that not only captured this sentiment but was something every community could feel proud of and connected to.”
“Country footy plays an incredibly important role in communities right across country WA and is and is about so much more than just the game itself. We are excited to unveil this new name, logo and film as something will not only galvanise the players, coaches, umpires, partners and supporters, but showcase to everyone the vital role country footy plays in towns and regions, big and small, right across the state. It is quite literally a way of highlighting all the different voices involved in country footy, by providing an image and name that everyone involved can connect with,” added Nerida Collins, executive manager – brand and growth, West Australian Football Commission.
303 MullenLowe Perth senior business director, Holly Creasey, commented, “Country Football WA is all about what it means to be part of a community. The supporters, the characters involved, the team mentality, friendships formed; it’s what makes country footy in WA the glue that keeps the country strong. And now it has a logo, name and identity to reflect that essential role.”
Credits:
Agency: 303 MullenLowe
Head of Design: Alby Furfaro
Senior Designer: Madeleine De Pierres
Chief Creative Officer: Damian Royce
Art Director: Jake Ransom
Copywriter: Lachy Banton
Senior Business Director: Holly Creasey
Planning (Freelance): John Linton
Head of Production: Johnathan Julius
Production Company: Beautiful Pictures
Director, DoP & Editor: Luke Sargon
Post Production: The Office of John Cheese
Editor: James Hawkes
Producer: Kate Downie & Gemma Hall
Audio Post Production: Cue Sound
Sound Designer & Audio Engineer: Nick Gallagher & Shaun Sandosham
Voiceover: Andrea Gibbs
Talent Agency: Moore Creative Artists (MCA)
