Golf is Good
The R&A
Sharing the benefits of golf
The R&A is the global guardian of golf – responsible not only for the rules and governance of the game internationally, but also for supporting the growth of the game at a grassroots level.
They asked us to develop a campaign that highlights the lifelong health benefits of golf – with an ambition to bring new people into the game and to encourage existing players to play more often.
One game, endless reasons to play
We were targeting audiences of all ages, across markets from Wales to South Korea. After analysing five years of data commissioned by the R&A, we realised that no singular physical or mental health benefit would be the ‘silver bullet’ that persuaded and motivated everyone.
Instead, we needed a holistic campaign that encapsulated how golf covers a wide range of benefits – increasing heart and respiratory health, muscle condition, coordination, mental and social wellbeing and even longevity.
A film that brings it all to life
Speaking to each of our audiences
Our three characters were designed to appeal to different market segments, with different need states.
Garret finds that golf gets him away from his desk and realigns him mentally and physically
Gabi learns that golf offers opportunities away from the screen to spend time with friends outdoors
Gaz, who doesn’t describe himself as sporty, finds golf an enjoyable and relaxing way to stay fit
65% of
current golfers
who had seen the campaign played more golf than usual in 2022
Taking it to the next level
An additional video featured an animated version of global football superstar and golf-lover Gareth Bale, showing how the sport benefits his own health away from the pressures of his day job.
To land our layered message across static and motion assets, we created a flexible and memorable copywriting construct based on the phrase GOLF IS GOOD.
