AFL gets raw and real ahead of finals kick off

18 August 2014

Creative Agency: Cummins&Partners

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Don't just barrack for your team – go to the games and show some passion.

AFL has kicked off its campaign for the 2014 Toyota AFL Finals Series with a campaign called Don't Go Quietly created by Cummins&Partners.

It wants fans to do more than support their teams from the couch, but go to the games and really show their passion. The adds shows fans experience alongside the teams' experiences of success and failure during the series.

Julian Dunne, AFL head of brand and market insights, said: "The campaign is about celebrating the fans of our game and the role they play in supporting their teams and making our game what it is. We have incredibly loyal and passionate fans and the imagery used across the campaign is all real. The AFL Finals is the pinnacle event on the Australian sports calendar and we want fans to come along, with full voice and enjoy the best of our great game."

Jim Ingram, co-executive creative director at Cummins&Partners, said: "From inception to execution we are immensely proud of this work. These are not meant to be 'high gloss corporate style' ads, we wanted to go with something a little more authentic. Hopefully they feel a bit more raw and real.

"There are few things as enjoyable as going along to Finals footy and giving it your all. We wanted to capture and celebrate those intense feelings the fans (and we) have when supporting our teams at the game. It's all about the passion of the fan, 'Don't Go Quietly', is a call to arms - if you're going to go to the game, go, but 'Don't Go Quietly'."

The voice of the ads is three-time premiership player Jonathan Brown.

The campaign rolls out across TV, interactive experiences and print.

Agency, cummins&partners
Co- ECD's, Jim Ingram and Ben Couz​e​ns (not Cousins)
Creative Director, Peter Doogie Chapman
Senior Art Director, Connor Beaver
Senior Art Director ​, Frank Trobbiani
Chief Strategy Officer, Adam Ferrier
MD, Chris Jeffares
Account Director, Sarah 'Beersy' Beer
​Agency TV Producer, Adele ​Pollitt

Production Partners
Pixel Kitchen
Risk ​Sound
Electric Dreams​

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