What made it great is one of those things that creatives always say they want – a completely open brief. The reality of getting one, though, is often different from the dream. Open briefs are scary. So far, four sets of courageous creatives have taken up the challenge.  

Special kudos to Rob Martin Murphy, executive creative director, Ikon, who has ventured far and wide with his response:

Don’t know about you, but in these challenging, uncertain, unprecedented times, there is a brand that I really do wish was ‘here for me’ – live sport.

I miss it. Playing it, partly. Watching it, mostly.

For everything that it embodies – the contest, the drama, the tension, the struggle, the spirit, the physicality, the strategy, the beauty, the artistry, the majesty, the joy, the heartache, the pain, the glory.

Sport is all about deliberate practice and deliberate play. And it’s that structure that allows for creativity to flourish in countless ways.

For me, that’s what makes it great.

Of course, with nothing ‘live’ to watch over the last few months, I’ve been forced down some nostalgic rabbit holes. Not that I’m complaining.

It has been a great opportunity to reflect on some of sport’s most ‘creative’ people and moments:

The decades-long NBA rivalry between Boston and LA featuring the likes of Bill Russell, Jerry West, Larry Bird and Magic Johnson (Celtics/Lakers: Best of Enemies);

The Rumble in the Jungle, when Ali outfoxed Foreman. Also When We Were Kings, for those who haven’t watched it already;

Nottingham Forest’s back-to-back European Cups, for the Brian Clough-isms alone;

Viv Richards for, well, just being Viv Richards;

David Campese’s pass in the 1991 Rugby World Cup Semi-Final versus the All Blacks;

Warnie’s first ball in an Ashes test;

Cathy Freeman’s golden 400m run at the Sydney Olympics;

Dan Carter’s 33 points against the British & Irish Lions;

John Aloisi’s penalty against Uruguay;

Zlatan Ibrahimovic’s bicycle kick against England;

Australian Women’s Rugby 7s gold medal at the 2016 Olympics;

https://youtu.be/EGvVXa7fnt0

Warringah Rugby Club’s 2017 Shute Shield grand final win. Had to get that in there, go the Rats.

Which brings me back to the 1989 VFL Grand Final. Regarded by many as one of the greatest grand finals of all time. And it’s easy to see why. Farnesy sang the national anthem. Allan Border tossed the coin. The mullets-per-team ratio was, let’s just say, high to very high. Even the Hawthorn captain was married to Geelong’s best player’s sister. As if that wasn’t creative enough, what followed were two hours of the most gut-wrenching, rib-breaking, lung-puncturing, hard-nosed, silky-smooth, ball-on-a-string, goal-feasting, legend-making footy. If the game was a minute or two longer, Geelong would have won it (after being six goals down at three-quarter time). But somehow, we (Hawthorn) managed to hold on to win by six points. Whichever side you support, it will always be a game for the ages.

Thankfully, it’s not going to be ages before live sport returns once again.

What incredible feats of creativity await us when it does?

I can’t wait to see.

[In case you hadn’t noticed, Rob Martin Murphy loves sport, in general, and Hawthorn, Nottingham Forest and Warringah, in particular: ed]