Honour Roll
Tuesday, July 9, 2024
Woolworths is showcasing how the best of Australian fresh is fuelling athletes as they prepare to take on the world in the upcoming Paris Olympic and Paralympic Games.
Launched today, the brand film is inspired by the true story of Paralympic swimmer and inaugural Honour Roll Member Col Pearse, whose family and local community helped him create a training pool in the dam on their family farm outside of Echuca, Victoria to train for the Paralympics. The film features Col, his family and members of the local Echuca community. It’s this combination of fresh food and fresh Aussie thinking that helped Col secure his spot in the Tokyo 2020 Games, and now in Paris 2024.
ABC Australia first shared the story of Col's training during COVID-19 of swimming in the dam to maintain his fitness and training in the lead up to the Tokyo 2020 Paralympics.
Shots of Woolworths’ produce are interspersed amidst clips of Pearse training, while his loved ones and the community of support him before and during the games.
“Col’s story is the perfect example of truth outcompeting fiction,” said Richard Morgan, executive creative director M&C Saatchi Woolworths.
“This brand film captures the Aussie competitive spirit, determination, grit and a community coming together to help realise an athlete’s dream of competing on the world stage and I can’t wait to see the full campaign roll out in bespoke ways across channels.”
Story source: Woolworths Group
Photo description: Col Pearse in a wetsuit sitting on the edge of the dam. Photo source. ABC Australia.
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