AFL Launches Season With Campaign From Cummins&Partners

AFL Launches Season With Campaign From Cummins&Partners

Four generations of Richmond fans, from 89 year old Joan to great-grand daughter Zoe, lead a cast of real fans starring in the AFL’s new ad campaign to launch the 2015 Toyota AFL Premiership Season.

The campaign ‘You Make The Game’, developed with Cummins&Partners, is a celebration of the most important element of the game, the people.

AFL general manager of people, culture and community, Dorothy Hisgrove said that the campaign celebrates the passion of the fans, members and supporters.

“The AFL has made important decisions this year, listening and acting on issues the fans care about. This ad celebrates the fact that our game doesn’t exist without the passion and support of fans, and we celebrate them and their stories of passion,” Hisgrove said.

Jim Ingram, ECD at Cummins&Partners said “This campaign is for supporters of the game at all levels, those who make our game extraordinary.  In fact, every person cast in this commercial is an AFL fan, with most of them recruited through club fan squads. Go Dons.”

Check out the TVC here.



Dorothy Hisgrove (Pies), General Manager – People, Customer & Community

Julian Dunne (Blues), Head of Brand and Market Insights

Matt Todd (Saints), Marketing Manager – Brand


Cummins&Partners, Agency

Jim Ingram (Bombers) and Ben Couzens (Swannies), Executive Creative Directors

Frank Trobbanni (Hawks), Senior Art Director

Michael Davey (Blues), Senior Copywriter

Rod Mooseek (Blues), Group Account Director

Andrew Stone (Dees), Account Director

Adam Ferrier (Eagles, Dockers and Swans), Chief Strategy Officer

Jess Thompson (Go Tiges!), Head of Broadcast Production


Finch, Production Company

Alex Roberts (Swans), Director

Corey Essey (Swans), Executive Producer

Camilla Dehnert (Blues), Producer

Tim Tregoning (Swans), DOP


Risk Sound

Dylan Stephens (Tiges), Sound Engineer

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