bet365 gets behind die-hard AFL fans

18 June 2020

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Crater has produced a three-part series for bet365 as the AFL returns.

Creative agency Crater has produced a three-part series for bet365 that brings to life the fanatical fans behind three AFL teams.

Filmed just weeks prior to COVID-19 striking and hosted by comedian Danny McGinlay, footy tragics from the Tigers, Bulldogs and Giants take the viewer into their homes and into Richmond’s community hall as they assemble the new seasons banners.

“The AFL is a key content platform and we wanted to engage their most passionate fans,” bet365 Australia social media manager Liam Geoghegan says. 

“This series highlights just how passionate those fans are during a very testing time.”

McGinlay being a Bulldogs supporter himself, lends his understanding of the game coupled with his humour to get to the bottom of past battles between the teams, the players, the memories and what the year presents for each of the supporters and their beloved tribes.

“Working with Danny on this project was a natural choice," says Ed de Carvalho, director of the campaign.

"His humorous takes on the AFL and banners in the past have been a talking point for some time. It was this and his in-depth knowledge of AFL that made him the perfect host for some AFL content with Bet365.

"Whilst we had some changes to the end production due to COVID-19, it was Danny’s hilarity and relatability with fans that shined through in each piece.”

Crater creative director Simon Morehead says now was the time to release the series.

“With the last three months impacting filming across the industry, the production found itself in a holding pattern with the AFL season being recommenced," Morehead says.

"As our films focused on season launch, when the AFL seasons was re-established, Crater had to use its’ flexible approach and fast thinking in order to deliver bet365 relevant films for release.”

The films will be distributed across social channels with the first two now live.


Client – bet365
Social Media Manager Aus – Liam Geoghegan

Creative Agency/Production – Crater (Australia)
Head of Production – Steven Farrer
Commercial Director APAC & Europe – Justin Solomons
Creative Director – Simon Morehead & Ed de Carvalho
Director/Editor – Ed de Carvalho
DP – Casimir Dickson
2ND Unit DP – Shelley Farthing-Dawe
Sound – James Martell
Grade – Julien Chichignoud

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