Bowls Clubs: A Gathering Place for All Generations
A familiar memory of mine—old diggers sitting alongside kids sipping pink lemonades. Now, we’re encouraging more people to create memories at their local bowls clubs.
PROBLEM:
With an ageing membership, NSW Bowls Bowls clubs needed to highlight the positive impact they have on their communities to attract a new, younger audience.
IDEA:
Bringing to life the sounds and spirit of the game, we showcased lawn bowls as more than just a sport—it's a community. We aimed to inspire more people to create their own memories at their local club.
EXECUTION:
We captured the club experience, which makes the game so unique and appealing. Using two key symbols—a bowls ball and a schooner—we tapped into the reasons people flock to these clubs.
In Phase 2, we focused on driving new sign-ups by highlighting the social, mental, and physical benefits of the game. We featured real locals as talent to create authentic assets.
Executed across OOH, social media, and display, we harnessed the unmistakable sounds of the game to create a visual and visceral reminder for people to visit their local club.
MY ROLE:
Project management, design, production
Main client contact for media and creative, managing all interactions and deliverables
