PGA Australia

Golf has gone through a growth phase since the pandemic, mainly driven by the 18-34 year old audiences who have turned to the game for the first time as a source of exercise and connection. Super-Sub won the business to develop the creative strategy and execution to reach these audiences and drive repeat experience. The creative strategy recognised that golf shares the same powerful drivers of addiction as gambling and drinking, yet unlike those areas it doesn’t come with health warnings. Our campaign will place health warnings on golf as a playful way of highlighting the positive benefits the game can bring.