Australians like to believe life – and footy – rewards skill, grit and hard work. But any AFL fan knows there’s always something else at play. Sometimes it’s not how well you play the game, but how the ball bounces. Leo Australia has turned that into a way for AAMI to shine.
This AFL season, AAMI, the official general insurance partner of the AFL and AFLW, is celebrating the moments that make the game both great and heartbreaking with the launch of its new sponsorship platform, Luck of the Bounce.
Central to the creative idea is the Sherrin, the most unpredictable ball in sport. In a player’s hands, it can be controlled through skill and precision. Once it hits the turf, however, all bets are off. It’s that uncertainty that creates some of the game’s greatest bangers, as well as its most brutal clangers.
By tapping into the highs and lows that supporters live through every season, Luck of the Bounce builds on AAMI’s broader brand platform, Because Australia, and its organising idea that there’s only so much luck to go around.
Mim Haysom, EGM brand and customer experience, Suncorp, stated, “Footy might be built on skill and hard work, but the bounce still has a big say. Luck of the bounce gives AAMI a way to show up that feels authentic to the game – acknowledging both the big wins and the unlucky moments fans live through every week. It’s a natural expression of our role in footy and for our customers, stepping in when luck doesn’t go their way.”
Michelle Walsh, creative director, Leo Australia, added, “Even the most skilful footballer is not immune to the swinging pendulum of luck we call the Sherrin. It can be cruel, kind, and the difference between a premiership cup and a Grand Final Replay. Just ask the Saints. As a die-hard footy fan, I had a lot of fun bringing this truth to life, and building on the success of our AAMI brand work launched earlier this year.”
The campaign, part of AAMI’s broader AFL sponsorship, spans TV, social, radio, digital and out‑of‑home across Australia, with media managed by OMD and Open Era, and is running throughout the AFL and AFLW session.
Where the campaign came from:
Credits
Client: AAMI – Suncorp Group
EGM Brand and Customer Experience: Mim Haysom
Head of Brand and Content: Rapthi Thanapalasingam
Executive Manager, Group Sponsorships & Community Response: Jenny Hutchison
Sponsorship Manager, Sponsorships & Community: Gabrielle Emmett AAMI Marketing Manager: Julia Reimnitz
Sponsorship Advisor: Susie Turner Mass Brands
Marketing Specialist: Breanna Webster Content Lead: Angie Moore
Creative Agency: Leo Australia
CEO, Leo: Clare Pickens
Chief Creative Officer, Leo: Andy Fergusson
Executive Creative Director, Leo: Tim Woolford
Chief Creative Officer, Publicis Groupe ANZ: Dave Bowman
Creative Director, Leo: Michelle Walsh
Senior Creative, Leo: Tim Yates
Chief Strategy Officer, Leo: Catherine King Group
Strategy Director, Leo: Mitch Hunter Chief
Client Partner, Leo: Amanda Wheeler
Group Business Director, Leo: Hannah Austin
Production Company: Publicis Production
National Director of Production: Michael Demosthenous
Executive Producer, Integrated: Justine Dooner
Senior Integrated Producer: Tamara Kennon
Director: Stephen Carroll
Production Company: Finch
Managing Director: Corey Esse
Executive Producer: Martin Box
Producer: Vivienne Jaspers
Production Manager: Ema Thornell
Production Manager: Darcey Taylor-Morrison
Casting: Northside
Casting DP: Stefan Duscio
Wardrobe: Imo Walsh
HMUA: Nat Burley
Editor: Bernard Garry @ The Editors
Colourist: Trish Cahill
VFX: Thing FX
Sound Design: Otis Studios
Music Supervision: Level Two Music
Media Agency: OMD Australia
