The Western Australian Institute of Sport (WAIS) is shining a spotlight on its Olympic and Paralympic athletes with the launch of “Postcodes,” a new campaign that captures their journey to Paris 2024 from various WA communities.
From Busso 6280 to Cottesloe 6011 and Broome 6725, Marketforce and Flare have brought to life the inspiring stories, achievements, and celebrations of these athletes, highlighting the vital role their local communities play.
“The Western Australian Institute of Sport exists to provide WA athletes with the opportunity to achieve international sporting success – and there’s no bigger stage than Paris right now,” said Luke Williams, Creative Director of the campaign. “We wanted to demonstrate that sporting greatness can emerge from every corner of WA, not just from the most well-funded or iconic sports hubs. Every WA postcode has a sports story to tell.”
Matt Fulton, CEO of WAIS, emphasized the collective effort behind each athlete’s journey: “Our athletes’ paths don’t begin or end with WAIS. There’s an incredible network of support, from local junior clubs to State Sporting Associations, State Government, parents, and family, all contributing to their preparation for the world stage. This campaign allows us to recognize and celebrate everyone’s role in supporting our athletes toward the podium and beyond.”
The campaign is being aired across Nine and 9Now during the network’s Olympics and Paralympics coverage, as well as on OOH and social channels. Produced by Flare, the stories feature a blend of archival and new footage, with the messaging set to continue into the Paralympics coverage, showcasing WA’s top Paralympians.
Click here to view the full campaign.
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