Working in consultation with Dementia Australia, a new film from 72andSunny tells the story of a granddaughter reconnecting with her Nan through their shared love of AFLW, with a little help from Google.
“Dementia is one of the biggest health and social challenges facing Australia and the world. It is estimated that there are up to 487,500 Australians living with dementia in 2022 and around 1.6 million people involved in their care,” said Dementia Australia CEO, Maree McCabe.
“Films like this are so important in raising awareness and increasing understanding about dementia and the impact of dementia in our communities.”
https://www.youtube.com/watch?v=_ZhO57NBJm0
Shot by Finch’s Kyra Bartley, the film shows how Aussie Rules is more than just a game, it’s an intrinsic part of the Australian way of life, permeating different generations of families across the country.
The film is also a showcase for up and coming local talent, eighteen-year-old singer Amy Jordan, singing Ben E King’s classic “Stand By Me”.
The film follows last year’s story about an immigrant father and daughter discovering the sport, and Google helping them become a part of the game and community – a film that drove love and emotion from footy fans across the country.
“Google’s products are seamlessly integrated into our lives. And they can empower people with the tools to create positive change. ” said 72&Sunny’s ECD, Luke Martin.
“It’s a privilege to partner with Google and the AFL again to produce a spot that not only celebrates the game, but shows how Google genuinely helps us help others. In early viewings, people had no idea that memories could be used in this way, and if the film helps just a few people find new ways to reconnect with their loved ones, it’ll be wonderful.”
Head of marketing, consumer apps and platforms at Google Australia, Zoe Hayes, said community and connection are now “more important to Australians than ever”.
“With this year’s spot we wanted to share how our products like Search and Maps can help people in their daily lives, including when times are difficult. We’re grateful for our longstanding partnership with the AFL and 72andSunny which allows us to tell emotive stories like this, and the much loved ‘Father Daughter’ spot from last year,” she said.
Group business director of PHD Media, Noel Gate, added, “We have had a successful and long-running partnership with the AFL & AFLW. It’s been incredible to see this build over the years with exciting integration and a creative approach that touches on experiences with dementia that many of us face.
“I’m proud of the courage and collaboration shown by Google and the cross agency village. We’re sure this year will be bigger and better than ever across both AFL & AFLW competitions.”
The 60” and 30” films will be seen throughout the AFLW finals, AFL season and AFL Grand Final, both on TV and in-stadium.
They will also be supported by other activations across the year, such as Footy Skills Lab, as part of Google’s partnership with the AFL.
If this raises any concerns or questions please call the National Dementia Helpline 1800 100 500 or visit dementia.org.au
Credits
Client: Google Australia
Creative: 72andSunny Sydney
Director: Kyra Bartley
Production: Finch
Sound Design: Otis Studios
Vocalist: Amy Jordan
Composer/arranger: Craig Wilson
Music Supervision & Rights Licensing: Charmed I’m Sure
Music Publisher: Sony Music Publishing
Media: PHD
