Commonwealth Bank’s summer campaign centered on women’s sport

Commonwealth Bank with M&C Saatchi has refreshed its long-running support for women’s cricket and women’s football in its latest campaign ‘The Game Changers’.

Commonwealth Bank has been a long-time sponsor of the Australian women’s cricket team, and recently added women’s football team The Matildas to its partnerships. 

‘The Game Changers’ is the latest summer campaign from the bank. Its aim is to champion both elite and grassroot female cricketers and footballers, representing women in sports.

Commonwealth Bank has supported women’s cricket for over 20 years. The partnership has helped to grow the game, particularly in the last five years. The investment supports role models who inspire young women to pick up a bat and ball, and champions it at all levels, from local to national. 

Commonwealth Bank’s general manager of brand and sponsorships, Dianne Everett, says of the campaign: “Our long-standing support for women’s cricket coupled with our new sponsorship of women’s football has helped us understand the importance of creating equal access for players of all ages, genders and abilities to participate in sport. We are proud to support Australia’s future game changers through women’s sport from grassroots to elite levels. Our commitment to two of the country’s favourite sports will further inspire women and girls to be active and play a game they are passionate about.”

The campaign features high-profile athletes Ellyse Perry and Sam Kerr. Alongside them are amateur sportswomen Aniyer, Dharmini, Evie and Zoe. Featuring a 30-second TVC, the spot features local artist Sampa the Great and her track ‘F E M A L E’ for the soundtrack. It showcases authentic talent and how these people are game changers in their field. 

The campaign will be cut to 15- and six-second spots, and will roll out in extensive large and small format OOH buys. It will be supported by digital and social assets.

 

Liv Croagh
BY Liv Croagh ON 25 November 2021
Liv Croagh is the Editor of Marketing Mag.