It’s always nice when someone does something a little bit different in football advertising. AFL Media, which produced its 60-second season launch commercial, Believe, in-house hasn’t deviated far from the same-same but it’s more than enough to excite both football fans and football agnostics with its graphics, fan-generated content and touches of humour. Also interesting is that the campaign is tailored to each of its markets – Queensland and New South Wales will see different spots.
Darren Birch, general manager growth digital and audiences, AFL, commented, “We’re excited to launch such a contemporary campaign that communicates the on and off-ground experience to elevate our brand and appeal to a broader audience. This work is quite different to what we’ve done in the past – shifting focus to our fans, and using their content to help tell our story, unlocks many opportunities to connect with our audiences in new ways.”
Andrew Hutchison, creative director, AFL Media, added, “We were thrilled to land the opportunity to lead this program of work in 2020; we have really challenged what’s been done previously and we feel we’ve executed a campaign that truly brings to life the essence of the AFL brand. We look forward to rolling out an integrated program of work in 2020, with multiple key campaigns throughout the year aligned to the Believe platform.”
The campaign will run across TV, digital, social, OOH, press and at matches throughout the 2020 Toyota AFL Premiership Season.
Credits
Creative Director, AFL Media: Andrew Hutchison
Art Director, AFL Media: Sam Russell
Deputy Art Director, AFL Media: Chris Nardo
Vision, AFL Media: Christopher Bell
Research, AFL Media: Jarrad Gardner
Audio, AFL Media: Mark Farrow
Head of Marketing, AFL: Heath Walker
Marketing Manager, AFL Fans & Clubs: Katie Hynes
Marketing Programs Lead, AFL Fans: Rita Khouri
Marketing & Player Engagement Lead: Jack Gray
Project Management, AFL Media: Leigh Dunston
Production Company: Riot
Director: Marty Moynihan
Executive Producer: Dave Christison
Research: Scarlett Maloney
Editor & Colour Grade: Aaron Carroll
Motion Graphics & Animation: Carl Whitbread
Creative Producer: Donald Mayes
CAD: Hayley Campbell
