Following the successful launch of the AFL's new
creative platform 'Don't Believe in Never', Channel 7 has commissioned
the AFL and Clemenger BBDO Melbourne to produce a 30- minute TV program.
tonight, Thursday March 22, following the 2018 Toyota AFL Premiership
Season opening match between the reigning AFL Premiers the Richmond
Football Club and the Carlton Football Club, the program titled 'Don't
Believe in Never' is an extended version of the short film featuring
Richmond launched last week. Featuring coach Damien Hardwick, captain
Trent Cotchin, and 2017 Brownlow Medalist Dustin Martin, it plots the
highs and lows of the 2016 and 2017 seasons, culminating in Richmond's
stunning 2017 Toyota AFL Grand Final win.
Says Julian Dunne, head of marketing and insights, AFL: "The AFL has
been delighted with the reaction to our 'Don't Believe in Never'
campaign so far. The three short films have organically reached over
four million people, and we had so much additional interview material
from the Richmond Football Club's 'Never' story that we approached
Channel 7 to see if they'd be interested in airing an extended version
and I'm delighted to say they jumped at the opportunity."
Simon Lamplough, managing director of Clemenger BBDO Melbourne: "The
'Don't Believe in Never' platform is full of potential. It's been great
to see it come to life and this opportunity with Channel 7 is one of
many we hope to realise with a range of AFL media and sponsorship
partners this season. A big thank you to the AFL, Clemenger, Channel 7
and Finch teams for making it happen. 30 minutes of broadcast airtime is
something you don't get offered every day so I'm delighted we've been
able to do it justice."