Google Closes Out Footy Season With ‘Season In Search’ Campaign Via Emotive
With the close of the 2019 AFL and AFLW seasons, Google has unveiled a compelling digital and television campaign documenting the moments that set fans searching.
The film looks back at the moments that made Aussies search, cheer and come together, inspired by a combination of Google Trends data, collated over the 2019 AFL and AFLW seasons.
The film was created, produced and distributed by creative agency, Emotive, in its first piece of work for the brand.
The campaign launched 48 hours prior to the Grand Final with a 2-minute hero film distributed via 15 current and former players uploading the film across their respective social accounts.
On Grand Final day, the long length was featured on YouTube’s masthead, and then a 60” iteration was played out in the AFL FTA broadcast on Channel 7 and live at half time at the AFL Grand Final.
After four days the film has already amassed 2.8 million views and over 87,000 social engagements.
The Season in Search story is one of progress and rising in the face of adversity, with many of the season’s defining moments reflecting issues of diversity, gender equality and struggles with mental health.
Using search insights from Google Trends data along with innovative creative testing that used facial coding technology to maximize emotional intensity, the team at Emotive worked closely with Google to bring to life the most powerful story of the season, through the lens of Google Search.
It includes stories of teams who have progressed against the odds, players who have progressed to unthinkable milestones, and importantly a sporting community that has progressed to a greater sense of human understanding.
From queries looking for understanding, “why is everyone talking about Tayla Harris” to broad and purposeful queries like, “how to show respect,” the film recaps a tumultuous season before one of Australia’s most important sporting events of the year, the AFL Grand Final.
Google’s AUNZ director of marketing, Aisling Finch said: “As another epic AFL and AFLW season has come to an end, we wanted to highlight the moments that inspired, challenged and brought Aussie fans together – with a little help from Google Search.
“Aussie Rules Football holds a special place in the hearts of so many Australians. This campaign demonstrates how Google plays an important part in not just putting the answers we need at our fingertips, but helping us with ‘how to’, and find inspiration and progress.”
Emotive group creative director Ben Clare said: “For all the season’s difficulties and challenges, there were also moments of levity, perseverance and triumph. We wanted to capture that in a way that would elicit a strong emotional response, but importantly, serve as a poignant reminder that progress is worth searching for.
“That’s the powerful thing about search. In asking ‘why’ or ‘how’, we discover a way forward. And whilst this campaign is essentially a retrospective – a look back on 2019 – it also reminds us to look ahead.”
Featured AFLW star Tayla Harris stated: “This season has started so many conversations. Conversations we needed to have, and I think the game is the better for it. Seeing that there’s been record Searches for AFL Women this season in Australia is incredible and to be a small part of that is so humbling.”
Credits
Client: Google
- Content strategist: Scott Dooley
- Associate product marketing manager: Nicholas Hirst
- Product marketing manager: Pat Barclay
- Marketing specialist: Annie Loo
- Product marketing manager: Maura Halpin
- Head of B2C marketing, apps & platforms: Zoe Hayes
- Director of marketing Australia & New Zealand: Aisling Finch
Creative, Production and Distribution: Emotive
- CEO: Simon Joyce
- CSO: Tyler Wilson
- Business director: Sarah Clifton
- Group creative director: Ben Clare
- Executive producer: Hayley-Ritz Pelling
- Head of distribution & analysis: Jamie Crick
- Sound: Rumble Studios
- Music Track: Montaigne, Glorious Heights – Sony Music Australia (master) & BMG (publishing)
- VFX: White Chocolate
Media: Essence Digital
- Senior client services director: Brett Carson
- Senior media planning director: Jamarr Mills
- Media activation manager: Jules Martin
- Media activation executive: Olivia Ong
Latest News
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
The programme has been revealed for this year’s Cannes Lions Festival of Creativity featuring more than 150 hours of content and some 500 speakers. About this year’s line-up, Natasha Woodwal, director of content, LIONS, said: “Our open call for content gives us unparalleled insight into what matters most to the industry right now, and we’ve […]
Scroll Media Recruits Costa Panagos From Twitch
Digital publisher network Scroll Media has employed ex-Amazon Twitch gaming executive Costa Panagos (lead image) to strengthen its Scroll Gaming capability. Panagos is highly experienced in game advertising and media sales professional with two years in account management at Twitch and three years in media sales at News Corp, so will bring his extensive media agency […]
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
School-leaver service Year13 has launched a new Artificial Intelligence course to upskill young people in AI, made in collaboration with Microsoft and KPMG, at an event to rally industry support behind youth AI fluency. The free online course AI Amplified which is part of Year13’s Academy aims to provide all young people with the opportunity […]
General Motors Snares Heath Walker From Scania
General Motors has announced the appointment of Heath Walker (lead image) as the new marketing director for GM Australia and New Zealand, effective April 23, 2024. Walker brings a wealth of marketing and communications experience gained from working across various industries, including IT, sporting, and auto – notably Tesla, Nissan and most recently, Scania in […]
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.
Spotlight On Sponsors: Carsales Strikes With Another Storm-Based Team
Think our hacks are living their sports journalist dreams vicariously through B&T? Confirm it with this reporting.
Commission Factory & AGL Energy Ignite Strategic Partnership To Empower Australian Energy Consumers
Concerned by global warming yet ran the fans non-stop over summer? Add to the guilt with this read.
Allied Nabs Nicola Gold From Pico International Dubai
Seasoned marketer relocates from Dubai to Sydney. Says the shopping's not as good but at least you can get a drink.
Nine’s Push For Gold, Silver & Bronze Ad Opportunities Could Break New Ground In Broadcasting
Nine insists that AI won't dominate its Olympics coverage. And not merely because Bruce McAvaney doesn't understand it.
TV Ratings (16/04/2024): Toxic City Girls Too Much For Farmer Bert
Fans calling out toxic behaviour on Farmer Wants A Wife, seemingly unaware that's the very premise of any dating show.
Kaimera Wins Afterpay ANZ Media Account
Have couriers even started to mention you're overdoing the online shopping? Probably best to avoid this Afterpay news.
Industry Reacts: Stuff Group Swoops In To Save 6pm News After Newshub Closure
As you'll read here, New Zealand's media's in a right state of flux. And nor have they forgotten 1981's underarm.
a2 Milk Launches “Only a2 Will Do’ Brand Platform In First Work From BMF
A2 milk drinkers tend not to bother everyone with their gut health issues & it's a lesson for vegans & the gluten-free.
Can You Recite It In Under 4 Seconds? Maccas Relaunches Iconic Competition With Modern Twist
Do you know what would make a fantastic ad? Drunk people at 3am trying to recite the ”two all-beef patties"
‘Liar, Liar’: Lehrmann Exposed As High Profile Defamation Case Comes To A Close
Having exhausted all avenues in his defamation case, is there only one option left for Bruce - reality television?
MECCA & Fendi Among Premium Advertisers For oOh!media Woollahra OOH Network Launch
If you've not been to the snooty suburb of Woollahra, the locals would like to thank you again for staying well away.
Yahoo Academy Announces Class Of 2024
This academy is strictly for "emerging leaders". Courses don't include 'sleeping at your desk' or 'bunking off early'.
Top 35 Media Leaders Announced For 2024 TikTok Agency Accelerator Program
Despite the ban threats, TikTok keeps marching on. Cementing its reputation as the Julian Assange of the tech.