Director: Allan Coy

Director of Strategy & Creative: David Flanagan

Editor: Hayley Feldman

Design: Oliver York: Design

Head of Studio/Partner: Josh McEvoy

Managing Director/Partner: Marc Collister

DOPs: Jake Brown & Cameron Zayak

‍

‍

Situation

Harvey Norman, as the official broadcast partner of the 2024 Paris Olympics, created a signature film that captures their commitment to celebrating Australian talent and achievement. The campaign, "From Grassroots to the Games," focuses on the journey of local Australian Olympians, highlighting their path from humble beginnings to the grand stage of the Olympics. The film features prominent athletes such as Arianne Titmus, Madison Wilson, Montana Atkinson, Jye Edwards, and Jeff Dunne, showcasing their inspiring stories and triumphs.

‍

Solution

Producible developed a compelling narrative that intertwined the personal journeys of the featured Olympians. The strategic approach included:

• Signature Film Production: High-quality filming techniques and emotive storytelling were employed to capture the essence of each athlete's dedication, struggles, and triumphs.
• Television Advertising: The campaign launched with powerful TV commercials that aired nationwide, capturing wide attention and generating excitement for the upcoming Olympics.
• Collaborative Efforts: Partnership with CH9 ensured comprehensive coverage and storytelling across their channels.

Producible's expertise in film production and integrated marketing strategies was pivotal in executing this campaign. High-impact visuals and storytelling, combined with efficient production techniques, ensured a polished and professional final product.

‍

Impact

• Audience Engagement: The film and associated marketing efforts garnered significant viewership and engagement across TV and digital platforms, directly impacting brand and sales.
• Brand Affinity: Harvey Norman's association with the Olympics and support for local athletes strengthened its brand image and resonance with the Australian public. The campaign fostered a sense of community and pride, aligning Harvey Norman with national values of perseverance and achievement.
• Sales Impact: The emotional association of Harvey Norman and Australian Olympians, coupled with an enhanced customer in-store experience, translated to increased foot traffic and sales. The integrated approach ensured a cohesive message across all touchpoints, driving overall campaign effectiveness.

‍

Summary

"Producible’s ability to create impactful, emotionally-driven content that resonates with audiences and elevates brand presence is exemplified in the 'From Grassroots to the Games' campaign. By celebrating the journeys of Australian Olympians, Harvey Norman not only cemented its legacy as a supporter of national sports but also inspired a nation to dream big and pursue greatness."