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GPY&R Takes Aussie Rules to the World


AFL campaign proves 'There's Nothing Like It'

GPY&R Takes Aussie Rules to the World


George Patterson Y&R launches a new blockbuster campaign for AFL this week. The campaign showcases people from all over the world being shown the game for the first time- to prove that our game, Australia's game, is unlike anything else in the world.

Everyone from South American soccer fans, Texan gridiron players, New York street-ballers and even Welsh pig farmers were asked to provide a fresh perspective on AFL and highlight the aspects of the game that make it unique. The campaign, which is set to the ACDC mega hit 'long way to the top' stirs up some national pride for our game, the only sport invented in Australia just for Australians.
“AFL is a unique product to advertise. It’s one of the country's cultural icons and shiniest brands. It is passionately followed, discussed, debated and dissected by millions of Aussies and the media every day. So it comes with a big challenge - make sure the ads live up to the product. It's got to be big, exciting, surprising and show off the amazing skills of our game. It's one of the jobs that makes working in the ad game an absolute thrill.” says Ben Coulson, Executive Creative Director of GPY&R Melbourne.
AFL Chief Executive Officer, Andrew Demetriou, said developing the next chapter of Australia’s Game was a natural step following the response to last year’s campaign.
“The Australia’s Game campaign continues to celebrate our national competition as this country’s only Indigenous sporting code while highlighting the many extraordinary threads throughout the game,” Mr Demetriou said.
“With AFL matches played across the country involving players and fans from every conceivable walk of life, a campaign centred on the next step of Australia’s Game was the obvious choice.
“This year’s campaign takes us beyond our own country and reminds us why Australian football is truly great and uniquely Australian.
“Whether it is the remarkable on-field feats of current champions like Lance Franklin or Jobe Watson, or the story of Nicky Winmar famously lifting his St Kilda jumper, Australia’s Game is steeped in the extraordinary.
“Australian fans have always been aware of our players’ extraordinary feats but through this campaign we can see that this is a sentiment shared the world over.
“Ultimately this campaign reminds us that this is our national game, a game with amazing elements that makes it extraordinary, and not just in the eyes of our own fans.”
Client: AFL
Marketing Manager: Stephen Gray
Agency: GPY&R Melbourne
Executive Creative Director: Ben 'Gazza' Coulson
Senior Writer: Alex 'Go Cats' Wadelton
Senior Art Director:  Paul 'Free Kick Sampi' Meates
Agency Executive Producer: Romanca 'Meat Pie' Jasinski
Group Account Director: Julian ‘Hit the Boundary’ Bell
Senior Account Director: Kirsten ‘Carn Hawks’ Darbyshire
Senior Account Manager: Rachel 'Gimme Bartel' Semmens
Production Company: Exit Films
Director: Steve 'Carn West Coast' Carroll
Producer: Tobias 'Cats Man' Webster
Cinematographer: Ryley 'The Ambassador' Brown
Sound: Alec 'Footy Mad' Mcloskey
Editing:  Graeme 'Plugger Pig' Pereira, The Butchery
Online: Jon ‘Back Pocket' Holmes / The Refinery
Music: ACDC "Long Way to the Top" (Alberts Music)
Music Supervision: Karl "No Collar, No Entry" Richter, Level Two Music
Sound Design: Paul “Shortbread” Le Couteur, Flagstaff Studios
view more - Creative
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Exit Films, Thu, 28 Feb 2013 11:51:05 GMT