Mid-March saw the AFL release its 2021 Toyota AFL Premiership season launch campaign, called ‘This Is Us’, which celebrates the game’s ability to bring people together.
The campaign, created by AFL Media, agency Clemenger BBDO Melbourne and MOFA, taps into ‘heroic footy moments’ with a focus on what every young fan dreams of – kicking the winning goal in the last seconds of a big game.
The campaign, alunched on 12 March, is led by TV work, supported by out-of-home, print, radio, digital and social executions which integrate fan and player imagery.
To showcase the diverse range of ‘footy families’ across Australian, the campaign’s hero spot blends genuine footage of super stars kicking last second winning goals, with creative featuring community football club players, Auskick and AFL club members who have recreated their own magical moments in backyards, local ovals and beaches.
The fan footage is interspersed with historic after-the-siren famous footy moments including Malcolm Blight’s torpedo, Ashley Mcgrath’s ‘Miracle on Grass’ moment and the recent spectacular boundary finish by Jack Newnes to seal the win for Carlton in 2020.
The classic commentary, bespoke and archive footage is all accompanied to the six-time INXS platinum track ‘Kick’.
From all corners of the country to the bright lights on the biggest stage.
This is Us. pic.twitter.com/1OkO8QwgtC
— AFL (@AFL) March 11, 2021
The online executions also seek to drive fans to find out more about the 2021 Toyota AFL Premiership season and to sign up to the league’s official social channels to access ‘more incredible footy content’ at AFL On Demand.
“The brand campaign continues our celebration of the connection between our fans and our game through the overarching “This is Us” platform,explained AFL Media Head OF marketing Julian Dunne. “It doesn’t matter who you are or where you’re from, footy brings us together like no other.”
“The campaign focuses on how the game is imbedded in our culture from community to the elite codes, the pure passion of our fan base and the opportunity for new fans to be welcomed into the fold,” Dunne continued. “Our fans and members are as passionate as any in the world and they have showcased this with their incredible loyalty over the past 12 months. This campaign focuses on some of our most spectacular moments and showcases the joy that our game brings through those moments that become lifetime memories.”
The season launch campaign was created for AFL Head of Marketing & Content Julian Dunne, AFL Marketing Projects Manager Rita Khouri and AFL Creative Executive Producer Donald Mayes by a team at agency Clemenger BBDO Melbourne and Production Company MOFA with Director Nick Kelly.
Comment:
This campaign follows on from the AFL’s return to action campaign following its pandemic hiatus which was called ‘We Bounce Back’ and created by agency Gemba and from the league’s 2020 ‘Believe’ season launch campaign.
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