Clemenger BBDO Melbourne and NAB have taken Footify to a new level of team spirit. Fanshake nominates the whole of the AFL as the team, and asks every member of Team AFL to shake hands and put their pride and team loyalty on the line for the greater good of the game during the 2015 season.

The (brave) concept is part of NAB’s ongoing mission to grow footy and give back to those at the heart of the game – fans.

A Fanshake is a cast iron agreement between rival AFL fans to get out and do something positive for the football community. So, throughout the season, fans will find a rival, set a footy-based pledge and then make good on it if their team doesn’t get over the line.

“The AFL is a unique football code – fans can have the fiercest rivalries during the game, but afterwards, they’re willing to shake hands and have a laugh. We used this insight to base the idea around the classic fan behaviour of backing one’s team with absolute faith,” Clemenger BBDO Melbourne creative director, Rohan Lancaster, explained.

Clems and NAB are hoping to get some newsworthy pledges (humorous and/or heartfelt, madcap and/or courageous). But really, pledges just have to grow, contribute or give back to the football community in some way.

The agency has suggested polishing the boots of every NAB AFL Auskicker in the suburb or painting the rooms at the local footy club, and stated that fans can call on friends, mates and colleagues. “It’s a chance to do something good for the game by making someone else do something good for the game,” Clems noted.

Kevin Ramsdale, GM brand and products marketing at NAB, added, “We are essentially harnessing the positive approach to competition between rival fans and encouraging them to give back to the footy community, whilst having some fun along the way. We’ve been supporting the AFL for over a decade and this campaign is another way that we can keep delivering on our commitment to not just sponsor the game but to grow it and give back to it.”

Fanshake is the third instalment of NAB’s annual Footify campaign, following the launch of FootifyFM in 2013 and Fansplant during 2014.

NAB’s Fanshake campaign will run through TV, print, digital, NAB customer channels and via social media.

Creative credits:

Agency                                                                       Clemenger BBDO Melbourne

Creative chairman                                                   James McGrath

Executive creative director                                     Ant Keogh

Creative directors                                                    Rohan Lancaster/Darren Pitt

Copywriter                                                                 Richard Shaw

Art director                                                                Russel Fox

Digital creatives                                                       Tom & George McQueen

Agency executive producer                                    Sonia von Bibra

Head of print production                                       Sharon Adams

Production

Director                                  The Glue Society (Jonathan Kneebone & Paul Bruty)

DoP/cinematographer                                            Geoffrey Simpson

Executive producer/managing director                Michael Ritchie

Head of Projects                                                       Josh Mullens

Producer                                                                    Helen Morahan

Production company                                              Will O’Rourke

Editor                                                                         Tim Parrington

Photographer                                                           Josh Robenstone

Post production                                                       The Butchery/The Refinery

Sound designer/engineer                                      Paul LeCouter

Sound house                                                            Flagstaff