The Australia Football League marks the launch of the 2016 Toyota
AFL premiership season with the latest creative work under the 'You
Make The Game' platform via Cummins&Partners, Melbourne.
work celebrates the role that the fans and supporters have had in
building the great game of AFL over the years, and that fueling all the
on field action is a passionate supporter base.
campaign features crowds of supporters over the years, stitched
together to create a continual story, celebrating some of the greatest
moments of the game. The soundscape features a similar technique with
some of the best known voices in the AFL, the commentators, coming
together to call the action.
Julian Dunne, AFL Head of Marketing & Insights: "The atmosphere at
footy games make the live experience truly unique, both our new and
traditional fans tell us this consistently. We have some of the most
loyal and passionate fans in the world and we wanted to ensure our
season launch campaign reflected the role that our supporters play in
the game. The objective of the campaign was to communicate this to our
fans and really build anticipation for the start of the season".
Jim Ingram, Executive Creative Director of Cummins&Partners: "The
AFL challenged us to create something epic and original, and we'd like
to think we've done that. Further, we've tried to balance capturing the
energy and excitement of the game, without relying on footage of
players taking species, and kicking bananas".
The campaign comes to life across multiple assets developed by Cummins&Partners and AFL Media.
The AFL football season kicks off on March 24 when Richmond take on Carlton at the MCG. afl.com.au
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
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