Fresh fuels the best
in all of us
At Woolworths Group, the challenge was to show up meaningfully as the fresh food partner of the Australian Olympic and Paralympic Teams, during a moment saturated with sponsorship and commentary.
We didn’t start with channels or assets.
We started with an organising idea: Fresh fuels the best in all of us.
A simple, expansive platform designed to connect elite performance with everyday Australians. An idea built to stretch from elite athletes to households, from broadcast to in-store, from inspiration to behaviour.
Grounded in real stories, like Paralympian Col Pearse, whose community-built dam became his training pool, the idea was designed to feel less like advertising and more like something inherently Australian.
1,935 ads created at Olympic-speed
A nimble production model allowed us to celebrate wins in real time; ads were created overnight and dispatched daily before Australia woke up.
SYDNEY, AUSTRALIA
7.45am 29th JULY 2024 (AEST)
From podium,
to poster.
In 6 hours
PARIS, FRANCE
1.45am 29th July 2024 (AEST)
SYDNEY, AUSTRALIA
9am 29th July 2024 (AEST)
To encourage Aussies to refuel for the second half of the games, we rebranded our 1kg Orange Bags and donated 10c for every one sold to Paralympics Australia.
