AFL launch 2009 season campaign
Friday, March 20 2009 @ 10:17 am ACDT
Contributed by: Troy Thompson
The campaign features players from all 16 AFL clubs - Nathan Bock (Adelaide), Jonathan Brown (Brisbane Lions), Daniel Merrett (Brisbane Lions), Chris Judd (Carlton), Leon Davis (Collingwood), David Hille (Essendon), Matthew Pavlich (Fremantle), Gary Ablett (Geelong), Lance Franklin (Hawthorn), Aaron Davey (Melbourne), James McDonald (Melbourne), Daniel Wells (North Melbourne), Chad Cornes (Port Adelaide), Brett Deledio (Richmond), Justin Koschitzke (St Kilda), Adam Goodes (Sydney Swans), Kieran Jack (Sydney Swans), Dean Cox (West Coast) and Adam Cooney (Western Bulldogs).
The AFL’s creative agency George Patterson Y&R engaged the services of top Australian commercials director and cinematographer, Steve Rogers and Greig Fraser, to bring the pictures to life. Shot over five days with equipment never before used on a television commercial, the shoot involved over 60 crew members, 200 extras and football action overseen by former AFL coach and player, Danny Frawley. Andrew Dillon, AFL General Manager of Marketing and Commercial Operations said, “In A League of its Own will not only appeal to existing AFL fans, but also a broader sports audience. With the AFL expanding into new and diverse markets, it is important to ignite the interest of those new to the game by showcasing the truly spectacular nature of Australian football – the high marking, speed, strength and endurance of the players.”
Ben Coulson, Executive Creative Director of George Patterson Y&R, Melbourne said, “The AFL is a strong brand, and is one that we take great pride in working with each year. We think this year’s campaign is an outstanding piece of work and captures the unique and best attributes of Australian football and presents them in a simple yet spectacular way. Ultimately though, it will be the AFL fans that give the brand its strength.” The integrated campaign launches with a 60 second advertisement then continues throughout the season as two 30 second versions, print, outdoor and digital content. Other material in the campaign will support key matches in Sydney, Brisbane and the Gold Coast.