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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.

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