AFL: You are the game

17 March 2015

Advertiser: AFL
Creative Agency: Cummins&Partners

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AFL pushes the role of fans in creating the buzz around the sport in latest season launch ad.

It's said sport without context is meaningless, and Cummins&Partners is trying to make the point that the AFL without fans is just a bunch of blokes chasing around a Sherrin.

It has created the AFL launch campaign for this year, highlighting the role of the fan in making the sport a social experience rather than just a sport.

The lighthearted ad reinforces the point that “you make the game”, focusing on the extraordinary displays of passion and the everyday experiences of fans as what adds meaning to the game.

It features a face-painting Giants fan, a tattooed octogenarian Swans fan, generations of Tiger fans and a Power fan with an interesting hairdo.

AFL general manager of people, culture and community, Dorothy Hisgrove, said the campaign celebrates the passion of the fans, members and supporters.

"The AFL has made important decisions this year, listening and acting on issues the fans care about. This ad celebrates the fact that our game doesn't exist without the passion and support of fans, and we celebrate them and their stories of passion," Hisgrove said.

Cummins&Partners said most of the people featured in the launch ad were recruited from official fan squads.



Dorothy Hisgrove (Pies), General Manager - People, Customer & Community
Julian Dunne (Blues), Head of Brand and Market Insights
Matt Todd (Saints), Marketing Manager - Brand


Jim Ingram (Bombers) and Ben Couzens (Swannies), Executive Creative Directors
Frank Trobbanni (Hawks), Senior Art Director
Michael Davey (Blues), Senior Copywriter
Rod Mooseek (Blues), Group Account Director
Andrew Stone (Dees), Account Director
Adam Ferrier (Eagles, Dockers and Swans), Chief Strategy Officer
Jess Thompson (Go Tiges!), Head of Broadcast Production


Alex Roberts (Swans), Director
Camilla Dehnert (Blues), Producer
Corey Essey (Bulldogs), Executive Producer
Tim Tregoning (Swans), DOP

Risk Sound

Method Studios Melbourne, Post Production



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