NAB’s 2025 sponsorship by TBWA\Melbourne reminds Australia that football is the essence of togetherness through a shared love of footy.
The campaign is a response to the current social environment. According to Australia’s longest-running social cohesion survey, the Scanlon Report, “our society is experiencing an ever-deepening sense of exclusion and division amongst the community.” The observation led to a valuable insight into the power of sport in Australia. TBWA’s Backslash Future of Fandom report highlighted, “One of the fundamental motives behind sports fandom is the human need for belonging and social identity.” As a national sport, AFL in Australia delivers just that to communities by giving people the opportunity to come together through their love of the game.
The campaign’s hero 30-second spot follows young NAB AFL Auskicker, Tully, as she scores her first goal, which draws in everyone from neighbours and dog walkers to AFLW star, Katie Brennan. It wraps up with an epic overhead shot reminiscent of Buddy Franklin’s famous 1000th goal moment, with the united crowd, including Buddy himself, cheering on Tully’s big moment.
Natalie Lockwood, NAB CMO, commented, “At NAB, we have been supporting every goal, from AFL Auskick to the big time, for more than 20 years. Footy has an incredible way of uniting us and that really comes to life when we all celebrate a goal, a win or major achievement. Not only do we love celebrating on-field goals, we support our customers to achieve their off-field goals every single day, whether that’s buying a home, saving for a dream holiday or starting a new business. The campaign captures this spirit in the story of Tully’s journey to kick her first goal, and how the community comes together to celebrate that achievement.”
Matt Stoddart, executive creative director, TBWA\Melbourne, added, “It’s a beautiful thing across all levels of footy when a player kicks their first goal and everyone gets around them. Sometimes even players from the other team. This story of a young Auskicker brings that moment to life in a way that isn’t exaggerated at all.”
The Australian national campaign will kick off round one of the 2025 footy season rolling out across TV, OLV, OOH, social, display and owned.
Credits:
Client: NAB
Chief Marketing Officer: Natalie Lockwood
Head of Brand: Sue Brailsford
Senior Consultant, Brand Management: Carla Lovell
Manager, Brand Campaign Delivery: Jess Hughes
Senior Consultant, Brand Campaign Delivery: Mitch Anderson
Consultant, Brand Campaign Delivery: Nicole Bishop
Manager Brand Identity, Group Brand: Susanna Hondrokostas
Consultant, Brand Identity: Georgie Alston
Head of Sponsorship (acting): Sophie Knowles
Creative Agency: TBWA\Melbourne
Chief Creative Officer: Paul Reardon
Executive Creative Director: Matt Stoddart
Creative Directors: Harrison Webster & Max Reed
Eloise Liley: Chief Strategy Officer
Senior Producer: Janine Wertheim
Integrated Producer: Mika Parrow
Managing Director: Ricci Meldrum
Client Partner: Sarah Tukua
Senior Business Director: Jade Mittermair
Senior Business Manager: Sophie Ford
Production Company: Finch
Director: Kyra Bartley
Post-production: ARC
Colour: We Are Crayon
Music: Squeak E Clean
Sound: Rumble
Media: Mindshare
