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AFL and Clemenger BBDO Release 2019 Don't Believe in Never Season Launch

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Campaign stars Collingwood star Mason Cox

AFL and Clemenger BBDO Release 2019 Don't Believe in Never Season Launch

The Australian Football League (AFL) and Clemenger BBDO Melbourne have today unveiled the 2019 Toyota AFL Premiership Season launch campaign, building on last year's successful Don't Believe in Never platform.

Airing from today onwards, the campaign will showcase a range of stories that demonstrate the AFL's ability to foster moments that prove anything is possible, beginning with chronicling Mason Cox's journey from being a college basketball player in his home country of the US to becoming one of the cult heroes of the 2018 Toyota AFL Finals Series.

Throughout the 2019 Toyota AFL Premiership Season, the campaign will also tell the stories of the West Coast Eagles' grand final triumph and sharing Pepa Randall's journey as she overcame seemingly insurmountable odds to finally break through as an AFLW player.
Says Tim Hirst, marketing manager, AFL: "After the phenomenal success of last year's launch campaign, we knew that we had a brilliant platform to continue sharing 'Never' stories from. Thankfully, we didn't have to look too hard to find the latest batch of stories, and can't wait to watch new narratives emerge throughout the 2019 season."
Says Richard Williams and Ant Phillips, creative directors, Clemenger BBDO Melbourne: "We launched Don't Believe in Never to showcase the disproportionate number of amazing stories that are generated through this game we call AFL, and the response was incredible, including Channel Seven commissioning a 30 minute program based on our campaign last year.

"This year, we wanted to continue building awareness of our Don't Believe in Never platform with new, inspirational stories that continue to prove that AFL is a game like no other."

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Creative Agency

Creative Agency: Clemenger BBDO Melbourne

Production Company

Cinematographer: Matt Toll

Colourist: Martin Greer

Director: Christopher Nelius

DOP: Matt Toll

Editor: Rodrigo Balart

Executive Producer: Corey Esse

Music Composer: Sonar Music / Jackson Milas

Music Supervisor: Level Two Music / Karl Richter

Post Production: ARC Edit / Doireann Lally

Producer: Jackie Adler

Production Company: FINCH

Sound: Nylon Studios

Sound Designer: Paul Le Couteur and Ramsay De Marco

Sound Engineer: Paul Le Couteur and Ramsay De Marco


Photographer: Chris Tovo


Photo Producer: Agent 99 Productions / Andrew Zappia

Genres: People, Storytelling

Categories: Events, Sports and Leisure

Clemenger BBDO Melbourne, Tue, 12 Mar 2019 02:03:35 GMT