The Australian Football League (AFL) with their creative agency Clemenger BBDO Melbourne have unveiled the sporting code’s new brand platform, Don’t Believe in Never.
The three stories will be highlighted through short films, featuring Damien Hardwick’s leadership of the Richmond Tigers to the 2017 Toyota AFL Premiership, Sydney Swan Aliir Aliir’s journey from a Kenyan refugee camp to playing in the AFL and Dema a member of the Bankstown Bull Sharks, a multicultural team of teenage schoolgirls in Western Sydney.
The short films will be released on the channels of Seven, Foxtel, out of home media, the AFL website and social media platforms.
Throughout the season, additional ‘never’ stories will be created and told for key moments in time such as Sir Doug Nicholls Round, the annual celebration of Indigenous culture. An acquisition program called the ‘Neverbeens’ will aim to drive match attendance of new audiences and ultimately growing fans of the game.
AFL head of marketing and insights Julian Dunne outlined the new brand proposition presented opportunities to tell stories from the grassroots level of Australian Football to the elite.
“There are so many stories across our game where people have achieved something remarkable against all odds,” Dunne said.
“These stories exist at the grassroots level right through to the elite game and when they are told in the right way they create emotion and broader interest in the game.
“Fans tell us that footy is more than just a spectacle, it’s a place to escape, be hopeful, connect, celebrate and commiserate, so we feel this is a strong new platform to communicate what is both unique and special about our game,” he said.
Clemenger BBDO Melbourne creative directors, Richard Williams and Ant Phillips, added, “Our job was a relatively easy one in this instance. The game of AFL is blessed with more stories of people overcoming adversity and of the impossible becoming possible than we can deal with.