At the start of March, the AFL released its 2022 Toyota AFL Premiership season launch campaign: the second iteration of the brand platform ‘This Is Us’ which celebrates the games unique ability to bring people together and was originally created by AFL Media in harness with agency Clemenger BBDO and MOFA in March 2021.
This year’s campaign sets out to offer an impactful and inspiring showcase of footy culture and pre-game rituals aimed to connect fans with the game they love. It aims to take fans and viewers on a celebratory AFL journey peppered with familiar sounds, smells, sights, feelings (and mullets) associated with weekly trips to Australia’s stadiums.
The integrated campaign spans television, online video, outdoor, print, digital and social platforms with the visual and audio symbols and cues of live football rituals littered across all platforms.
The lead video, set to Van Halen’s ‘Jump’, celebrates the roar of the collective and the joy of football and features some of Aussie football’s biggest stars as they prepare for the season ahead (including Sydney Swans’ Lance ‘Buddy’ Franklin, Geelong Cats’ forward Tom Hawkins, Essendon’s Sam Draper and Hawthorn icon Gary Ayres), plus groundskeepers, volunteers, umpires and fans.
“It’s been an incredibly challenging couple of years for the whole country and our fans. We need to reconnect and inspire our fans with the very things they enjoy the most – going to, experiencing and playing the game,” commented AFL Executive General Manager Of Customer and Commercial Kylie Rogers whilst explaining that the campaign is about welcoming fans back to the live football experience. ‘For millions of Australians, football is more than a game – it’s a way of life, it’s part of who we are. This is the essence of the ‘This is Us’ brand platform; a celebration of everything we love about our spectacular game.”
The campaign was created by a joint AFL team which included AFL Head of Marketing & Content Julian Dunne, AFL Senior Manager Of Marketing Julie Pasquier, AFL Marketing Manager (AFL & Clubs) Rita Khouri, AFL Producer Ji Lawson, AFL Senior Video Editor Alex Cottier, AFL Sound Mark Farrow, AFL Motion Graphics John Robinson working with production company Finch.
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The 2022 Toyota Premiership Season kicked off on Wednesday 16 March with a grand final rematch between Melbourne and the Western Bulldogs at the MCG.
This year’s kick-off campaign follows on from 2021’s ‘This Is Us’ launch work backed by partner campaigns such as sponsor AAMI’s ‘Could Have Been A Clanger’, as well as the AFL’s 2020 ‘Believe’ new season marketing burst.
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