In a market dominated by fun runs and triathlons, Gamechanger Games had no legacy, audience or tradition to build from. To compete, it needed instant credibility and emotional pull.
Our insight: if people could feel the joy, movement and community before attending, we could shift perceptions from new to iconic.
We anchored the brand in a simple truth - sport changes lives.
From it came the rallying cry: Play Sports. Change Lives. Game On.
We named the event Gamechanger Games for instant clarity and cut-through, and positioned it as “The sports festival that levels the playing field.”
A scalable brand system followed with messaging built around three pillars: Impact. Connection. Enjoyment.
The event fused eight accessible team sports with music, food, celebrities and community activations - creating a day where people didn’t just compete, they united.
Shortlisted
Best Strategic or Creative Development of a New Brand
Best Naming Strategy (New Name)
Best Visual Identity from the Sports and Leisure Sector
Finalist
Design for Good
Gamechanger Games has been a phenomenal success, from an idea on paper to a sell-out, multi-city sports festival in its very first year. the thrills™ brought the vision to life with a brand and experience that felt instantly iconic. Their creativity, strategic thinking, and energy didn’t just give us an event. They delivered a sustainable fundraising platform that will change lives for years to come.
Dave Wells
CEO, Reclink Australia