Great Sporting land

Undertake a strategic creative development sprint to define and develop an overarching campaign and complementary narrative assets for online and social content to launch the incredible Google Arts and Culture Australian Sports Collection to KOFS, influencers and the adoring fans.

When Great Sporting Land launched on the Google Arts and Culture Site, it was widely regarded as an extraordinary project. The project uses technology to paint the full digital picture of our sports-mad nation - uncovering, showcasing and preserving the most incredible stories that our great sporting institutions and collections could muster. A collection of this quality needed us to create a clear path to launch, requiring us to access the deepest creative recesses of our sports-mad Grumps.

The project pulled together many different stakeholders, from representatives of hallowed sporting institutions and locations to those sporting greats themselves. With so many sports, people and clubs represented, it was, at its essence, a job of coordinating parties and finding a story that would comfortably sit above it all and draw it together with an eye firmly on diversity and inclusion. The result is an exceptionally beautiful film and a series of truly inclusive assets and evokes a wonderful feeling of belonging.