Furphy says 'Don't Support The AFLW' via Banter

17 October 2022

Creative Agency: Banter

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"We kick like girls"

Players from the AFLW league have banded together to share the downside of Aussie fans watching their sport in a tongue-in-cheek Public Service Announcement.

The AFLW is one of the most popular female sports competitions in Australia, however Furphy-beer sponsor of four AFLW clubs - is striving to provide a more inclusive footy culture by highlighting the sometimes unkind criticism levelled at the game.

In an initiative created by Furphy beer to highlight the remarkable skills and sportsmanship of the league, female athletes from the Demons, the Saints, the Tigers and the Swans have featured in a playful video to highlight the ‘pitfalls’ of watching the AFLW.

“We kick like girls,” said Bec Miller from the Richmond Football Club, a stereotype which is quickly blown up by footage of some of the epic kicks from the female athletes.

Lion’s chief marketing officer Anubha Sahasrabuddhe, said: “This latest season has already delivered some thrilling, nail biting matches, which is a testament to the incredible skills of these athletes.

“In spite of - and because of - some erroneous ideas about female AFL athletes, we felt compelled to show why this league is even more worthy of our recognition and attention for Aussie sports lovers.” 

Paul Den, Co-founder at Banter, said: “It’s been such a rewarding journey to be part of this campaign and bring Lion’s vision to life. It’s great to see a brand like Furphy supporting female athletes in a way that really shows off their remarkable skills. The AFLW has a bright future ahead of it and it’s a treat to be part of that."

Furphy has made steady headway in equalising sponsorships of both women’s and men’s AFL, earlier this year announcing its sponsorship of AFLW teams the Demons, the Saints, the Tigers and the Swans alongside their male AFL teams.

Client: Lion
Co Agency team: Banter, CUB Films, UM and Affinity

Players features in the video
● St Kilda FC, Hannah Priest
● St Kilda FC, Grace Kelly
● Richmond FC, Katie Brennan
● Richmond FC, Bec Miller
● Melbourne FC, Kate Hore
● Sydney Swans, Brooke Lochland
● Sydney Swans, Alana Woodward





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