The Australian Football League (AFL) has launched a new ad campaign to celebrate the historic first season of its women’s competition.
Transforming the iconic 90s AFL anthem, I’d like to see that, the ad features a string of powerful Aussie female figures, including SBS news anchor Lee Lin Chin, Olympic gold medallist Cathy Freeman, Melbourne Cup-winning jockey Michelle Payne, burns survivor Turia Pitt, and young surf sensation Sabre Norris, and Collingwood forward Moana hope (pictured above).
The commercial is almost identical to an ad created for the AFL in 1994 by Campaign Palace, led by executive creative director Warren Brown, and retains the original track Unbelievable by EMF.
The AFL brought together a number of leading Aussie female creatives to create the campaign, including female economy consultant Bec Brideson (creative lead), ad guru Jane Caro (writer) and freelancer Tisha Lazaro (art director).
The AFL’s marketing and brand strategy lead, Jemma Wong, along with innovation lead Kylie Robertson, also helped out on the campaign, while documentary filmmaker Celeste Geer directed the commercial.
Wong said the campaign reinforces the AFL’s desire to harness the historic moment of its inaugural women’s competition with strong female voices that appealed to a broader audience.
“Our strategy was to lead with content first. We had ambitions to create something that was bold, empowering and inclusive, that would encourage our footy fans to see the game through a different lens as well as rally a generation of young girls,” she said.
“It was equally important to create a campaign that was part of our DNA, and drew on the history and legacy of the game. We’re thrilled to have the support of the people who feature in the ad, the creative leads Bec Brideson, Jane Caro and Tisha Lazaro, as well as the endorsement from the original creative Warren Brown.”
A new global report on the damaging effects of promoting fossil fuels has singled out Australia as being uniquely compromised by agencies lobbying for oil, gas and coal. The joint study by Australian organisations Comms Declare and Clean Creatives lists the 90 advertising, marketing and PR agencies that have hampered cuts to greenhouse gas emissions […]
Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]
Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]
OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]
Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion (US$10B). Freshworks, which was founded in India, has strong roots […]
Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]