In 2016, Dove Men+Care renewed its sponsorship of the Qantas Wallabies. The purpose of this partnership was to leverage Rugby fan passion to demonstrate how our core brand idea (Care makes a man stronger), can connect men to more progressive, relevant and modern examples of masculinity.

Strength to Care was our creative platform devised to tackle the stigma of care being a sign of weakness.

Rather, we wanted to celebrate a man’s caring approach to their loved ones, family and to the things that matter most to him.

It’s a celebration of the men who choose to live life with respect and equality for those around them, and have the strength to care for the world we live in.

From our first shoot day to campaign launch we had just 7 weeks.

The output was a 3-part content series, 15 second pre-rolls, in stadium broadcast & a TVC. We also captured behind the scenes activity and social content that was delivered throughout the Dove Men+Care channels and David Pococoks personal media.

• 3 x 2" Branded Content Films

• 1 x long form Behind the Scenes Film

• 6 x 60" - 90" Masters (broadcast integration / online)

• 1 x 30" Broadcast TVC

• 1 x 30" In Stadium 'Big Screen' Edit

• 2 x 15" Pre-roll edits (online)

The content was shown across both Fox Sports and FTA TV and included integrated broadcast introductions, viz-pull through, pre-match promotion and integration with commentary team.