When do we lose our ‘unguarded self-belief’? Why should we?
The Monkeys have created a campaign for the government’s Play.Sport.Australia that reminds mums and ads of the magnificence of self-belief and underlines the importance of playing sport, feeling “like you can fly” because you play sport, and being applauded for having a go regardless of the outcome.
The film will make you teary. It will make you think. It may also put a few better parents on the sidelines at Saturday sport. It deserves to.
Its task, indeed the task of The Monkeys’ client the Australian Sports Commission, is to make Australian sport stronger – to get more people playing sport and to encourage more people to pursue their athletic dreams. “Play.Sport.Australia focuses on growing sport participation in Australia, particularly among young Australians, for physical and mental health benefits, building confidence and self-esteem, and to develop stronger communities.”
“It has been an inspiring experience to meet and work with the next generation of Aussie athletes. Their unguarded self-belief is infectious,” Justin Drape, co-founder and chief creative officer of The Monkeys, noted. Amen to that.
Partnering the kids’ film is a two minute piece, also by The Monkeys, in which James Magnussen, discusses the critically important roloe that self-belief has played in his own success.
Creative credits:
Agency: The Monkeys
Creative director/co-founder: Justin Drape
Creative team: Justin Drape, Siobhan Fitzgerald & Ben Garland
Head of content: Lisa Ramsey
Head of production: Thea Carone
Production company: Finch
Director: Alyssa McClelland Producer: Warren Keuning
Executive producer: Karen Bryson
DoP: James Brown
Post Production: The Editors
Sound design: Song Zu
Music: Mark Wolfe
Casting: Fountainhead Casting
