Cummins&Partners launch AFL season

14 March 2016

Advertiser: AFL
Creative Agency: Cummins&Partners

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AFL season teaser pays tribute to its supporters.

The AFL marks the launch of the 2016 Toyota AFL premiership season with the latest creative work under the ‘You Make the Game’ platform.

The work celebrates the role that the fans and supporters have had in building the game of AFL.

The campaign takes a look back at the crowds of supporters over the years, stitched together to create a continual story. It aims to celebrate some of the greatest moments of the game.

The soundtrack features a similar technique with some of the best known voices in the AFL, the commentators, coming together to call the action.

AFL head of marketing and insights, Julian Dunne, says the objective of the campaign is to communicate the role that supporters play in the game and build anticipation for the start of the season.

Cummins&Partners ECD Jim Ingram says, “We’ve tried to balance capturing the energy and excitement of the game, without relying on footage of players kicking bananas.”

The campaign comes to life across multiple assets developed by Cummins&Partners and AFL media.

Darren Birch – General Manager - Commercial Operations
Julian Dunne, Head of Marketing & Insights
Jemma Wong, Marketing Manager - Brand

Jim Ingram and Ben Couzens, Executive Creative Directors
Trent Hendrick, Senior Art Director
Tom Vizard, Copywriter
Heath Collins, Art Director
Liam Jenkins, Copywriter
Rod Mooseek, Group Account Director
Ollie Ward, Senior Integration Director
Shane Mitropoulos, Integration Manager
Jess Thompson, Head of Broadcast
Naomi Nienaber, Senior Producer
Adam Ferrier, Chief Strategy Officer

Finch, Production Company:
Patrick Hughes, Director
Kate Merrin, Producer
Corey Essey, Managing Director, Executive Producer
Ari Wegner, DOP

Post Production:
Don Mayes – Senior Audio Producer, AFL Media
Mark Farrow – Sound Designer, AFL Media
Michael Houlahan – Offline Editor
Finch Post & Blockhead, Post Production
Dmitri Golovko, Original Music Composition

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