BRACE YOURSELF
NETBALL WORLD CUP 2027
Imagine writing off a sport as “too girly” when players have to trim their fingernails and take out their earrings to avoid nasty injuries.
Netball is Australia’s biggest team sport for women and girls, yet it’s spent decades on the sidelines. But netball isn’t just girls running around with ribbons in their hair. It takes grit. It takes guts. It takes a hell of a lot of strapping tape.
With the Netball World Cup coming to Sydney in 2027, it needed to be impossible to ignore. So we showed netball as it really is: fierce and unapologetic. We told the world to Brace Yourself, then kicked off the countdown with more attitude than the sport has EVER seen.
The PR Moment
This was not your usual photo op with dorky, Raygun-style national uniforms, cheesy smiles and dress twirls. This PR moment was full of attitude.
Players rocked up in whatever they wear off the court: trackies, platforms, hoop earrings, whatever the hell they wanted. Then, as if preparing for battle, they put their game faces on and set the tone for what’s to come.
Agency: Octagon
Creative Directors: Guy Futcher and Brendan Donnelly
Creative and copy support: Nicola McCooe