As our Campaign for the Cronulla Sharks Football Club was designed primarily for sharing online from the clubs website, Facebook Page and in- stadium executions, it was not subject to any specific regulations or restrictions surrounding branded entertainment in Australia.

The Cronulla Sharks Football Club has always inspired fan loyalty on account of it’s fierce and fearless reputation.

So, rather than trying to inspire fans with a campaign that featured the usual on-field action, we created a campaign that leveraged it’s mascot and genuinely captured these two qualities.

By travelling the globe to find the meanest Sharks to feed their opposition jerseys to, we did it in a way that no other code around Australia or the world has tried before.

Arming the fans themselves with engaging tools to rally their friends and generate an immediate and resounding response.

The campaign sent ripples, not just through the Sharks community, but through the entire league and the nation.

11,415,957 saw the content within the first four weeks of what is a season-long campaign, with all major TV networks and news media outlets around Australia featuring it.

Club memberships were up by 16.7% just two games into the season.

Importantly, Sharks fans had something to get excited about again and their opposition definitely knew who was on the menu in 2014.