Hyundai A-League plays on live experiences at matches to reach fans

The Hyundai A-League has rolled out the second edition of its 'Where Heroes Are Made' campaign to promote the upcoming 2019/20 season.

As part of the campaign, an animated spot of 30-second using real match footage and fan’s recollections of live game moments as inspiration has been unveiled with the aim to give viewers a taste of what it feels like to be at a Hyundai A-League and Westfield W-League match.

The spot is created by Saatchi & Saatchi in partnership with Passion Pictures and 2Viente.

Head of Leagues, Greg O’Rourke, said: “The Hyundai A-League 2019/20 season is a big one for football in Australia. We have moved to a new operating model for the Leagues, a new club, new venues, new coaches and new players.

“We set out to ensure that this season would be very different in so many ways. To ensure our campaign truly engages with our target, our brief to Saatchi & Saatchi was literally to assault our viewers’ senses and get people talking about the new season kicking off.”

Saatchi & Saatchi executive creative director, Rebecca Carrasco, added: “Being at a live match is a visceral, sensorial experience and it’s different for every fan. The idea was to take the experience of a live match and re-interpret it in a way that really makes you feel something.”

The campaign will run across OOH, radio, digital and individual club stories with further amplification in conjunction with Starcom, Switch Digital and TLA Worldwide.

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