• Loading…

M.J Bale - Grazed on Greatness

Award: Graphite Pencil

Graphite Pencil / Integrated & Earned Media / Earned Media Campaigns / 2013

M. J. Bale is a new Australian men’s fashion brand and the Australian Cricket Team’s smallest sponsor; the official tailors. It found the field where the Australian Cricket Team had its most victories, the Sydney Cricket Ground, took grass from there, replanted it on a Merino sheep farm, fed it to its sheep, sheared them and used their wool to handcraft suits for the Australian Cricket Team and then the public. It brought the ‘Grazed on Greatness’ story to life in a documentary which garnered over $3.5 million in PR and saw the brand stocked in 38 new stores.

Want more access to D&AD?

Join D&AD as a Free Member and you’ll be able to view winning work, enter the Awards, download New Blood briefs and get access to even more articles and videos.

Join for free I’m already a member

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again