Pilot | Healthy Legend

IHAC Best Creative Work Shortlist 2022.

Pilot is Australia’s largest online men’s health platform that offers personalised treatments for a host of health concerns. In 2022, Pilot sponsored the Richmond Football Club (RFC), with a goal to support men’s health on and off the field. In partnership with RFC, we wanted to bring to life a campaign that supports men taking action and ownership of their health, and what better way to do it than during Men’s Health Week.

Pilot recognised that not all legends kick goals, some just look after their health. So we figured if most legends of the game get a bronze statue that sits outside the MCG, shouldn’t Australia’s Healthiest Legend get one too? We began the search, as hundreds of men from across the country shared their tips and tricks to staying on top of their mental and physical health, in the hope to be dubbed Australia’s Healthiest Legend. The competition allowed men from all walks of life to open up and share their health journey - educating and raising awareness during Men’s Health Week. It was a tight competition, after all, everyone wanted to be immortalised into a bronze statue and stand outside the MCG.

Creatives: Amelia Hanigan & Ava Frawley.

Con, is that you?

Now with Con crowned, we needed to make a legendary life-size replica that didn’t look like Cristiano Ronaldo gone wrong. The statue was revealed in front of Con and his family at the RFC training session the day before the game. Brendon Gale, RFC CEO introduced Con to the entire playing group, outlining what it means to be a Healthy Legend, and why Con was a deserving winner. We hired a local trumpet player who performed the Royal Fanfare while Pilot promo staff removed a giant blue silk sheet, unveiling Con’s statue to the entire club. Con’s reaction was priceless as the players huddled around him, giving high-fives and cheers. 

The next day, Con’s statue was erected outside Gate 3 at the MCG. Over 20,000 people attended the Thursday night game, and Con’s statue appeared on a live cross inside the stadium as well as on channels 7, 9, & 10. 

The bronze statue stood as a reminder to all Australians, that not all legends kick goals, some just look after their health.

Talk about a legendary prize…