23 August saw the launch of a new brand campaign by the AFL promoting the Toyota AFL Finals Series called ‘The Best of Us’ which tells the story of a season that could turn out to be the hardest fought AFL Premiership in history.
Created through a collaboration between the internal AFL Digital division and agency Clemenger BBDO Melbourne, the ‘Best Of Us’ spans television, radio, print, digital and social platforms and rolled out ahead of the start of the 2021 season Finals which run from 27 August until the 25 September Grand Final itself.
The advertising content integrates the best moments of the season: featuring clips from the year’s AFL home and away highs and lows and references the adverse conditions and multiple challenges on and off the field that clubs, players and fans have had to overcome to reach this year’s Finals.
The content includes snippets from rousing speeches given to famous AFL coaches referencing the events of the 2021 Toyota AFL Season including;
• Allan Jeans (St Kilda/Hawthorn/Richmond)
• Tom Hafey (Richmond/Collingwood/ Geelong Cats/Sydney Swans)
• David Parkin (Hawthorn/Carlton/Fitzroy)
• Ron Barassi (Carlton/North Melbourne/Melbourne/Sydney Swans)
• Leigh Matthews (Collingwood/Brisbane Lions)
• John Kennedy (Hawthorn/North Melbourne)
The harder the fight, the bigger the prize.
This is the best of us #AFLFinals pic.twitter.com/UlS2DpfNLR
— AFL (@AFL) August 23, 2021
“Whilst it’s been an incredibly challenging year for the whole country and our fans, it’s also been a season full of amazing games and milestones and we hope that football has provided entertainment for our passionate fans,” AFL Media Head Of Marketing & Content Julian Dunne. “This year’s premier will need to overcome all the hurdles thrown up this season and show great resilience to achieve the ultimate prize. The Toyota AFL Finals Series brings out the best in our game – the biggest matches, the best teams and players, who take their game to the next level to achieve the biggest prize.”
The AFL Digital team working on the project included Head of Marketing & Content Julian Dunne, Marketing Projects Manager Rita Khouri, Producer Ji Lawson, Creative Director Royce Akers, Creative Executive Producer Donald Mayes, Editor Alex Cottier, Sound Designer Mark Farrow, Producer Ji Lawson and Designer John Robinson.
Comment:
This rights holder brand campaign certainly has an honest and authentic feel whilst still generating buzz and excitement ahead of the season climax.
It’s release follows hot on the heels of an activation by AFL sponsor and Aussie retailer Coles called ‘The Best Value Game On Earth‘.
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