“The Greatest Football ad ever made?!”
Those were the words that Rosanna Mangiarelli, Today Tonight host, chose to set the stage for the launch of the new Crows TVC on the popular current affairs program. Cheers for that Rosanna, no pressure!
Fortunately, 48 hours after its launch, 130,000 views and 10,000 engagements would suggest that it wasn’t too much of an exaggeration.
This latest ad is the culmination of a process that began early in 2015 when Showpony began working directly with the Crows management team to develop a communication platform that would give the Club and its fans a bold new voice and vision for the future.
Along with a look new look, the slogan ‘We fly As One’ was launched and enthusiastically embraced by the Crows community.
Unfortunate events later in the year imbued those four simple words with a depth of meaning that went well beyond their intended purpose, making them a shared and universal expression for overcoming adversity through unity.
The idea for the new TVC was championed by Marketing Manager, Anna Muecke who wanted to bring ‘We Fly As One’ to life in a dynamic visual format. Looking to the skies for inspiration we found the answer in the form of a remarkable natural phenomena.
Murmuration is the term used to describe a large flock of starlings that fly together in a fluid breathtaking formation. It ebbs and flows with complete fluidity, suggesting that somehow thousands of birds are all acting with one mind and a shared purpose. This was the perfect metaphor for ‘We fly As One’.
Working closely with our talented friends at Kojo Productions we began the ambitious process of finding ways to convincingly bring a murmuation of crows to life. Over an intense period of 8 weeks a combination of real footage and cutting edge CGI technology to bring this extrodinary vision to life. Enormous thanks to Kojo who were relentless in their pursuit of an outstanding creative product.
