It's Feeding Time
Cronulla Sharks Football Club
Issue 31 | June 2014
Agency
George Patterson Y&R
Creative Team
Creative Directors: David Joubert and Bart Pawlak Creatives: David Joubert, Bart Pawlak, Dean Mortensen, Liam Seymour, Jason Kempen, Jennie Burton
Production Team
Head of Content: Elissa Maine Editors: Marton Papai DOP: Charles Maxwell Production Company: Ikraal
Other Credits
Account Management: Aaron Swan MD: Andrew Dowling
Date
March 2014
Background
One of the most popular football codes in Australia is Rugby League. And one of the most popular teams are the Cronulla Sharks. To launch the 2014 season, an idea was needed that would ignite their fans' passion.
Idea
FEEDING TIME was created. 2 club legends were sent half way around the world to find the biggest, meanest and fiercest version of their famous mascot AND THEN FED OUR OPPOSITION TO THEM! Filmed content of the oppositions jerseys being annihilated featured in interactive films on YouTube, setting the tone for every game. They could be shared with friends as the ultimate pre-game taunt throughout the season And generated interactive game day posters that showcased the tattered opposition kit and gave fans the chance to see it getting made...or unmade. In stadium films played out pre game on the big screen or fuelled the fans whenever a BIG HIT took place.
Results
The campaign sent ripples through the league And left no doubt in other teams minds about who was on the menu. Over 5000 views on YouTube in the first week 3 884 000 views on national TV 1 900 000 unique visitors to the NRL site 488 000 people read about the campaign Final results on membership and ticket sales are still pending. All for a zero media investment.