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Creative in association withGear Seven
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AFL and Clemenger BBDO Release 2019 Don't Believe in Never Season Launch

12/03/2019
Advertising Agency
Melbourne, Australia
71
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Campaign stars Collingwood star Mason Cox

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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