Lee Lin Chin, Cathy Freeman & Michelle Payne Appear In New Ad For Women’s AFL

Lee Lin Chin, Cathy Freeman & Michelle Payne Appear In New Ad For Women’s AFL

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.”




Latest News

It’s Friday Quiz Time Again!
  • Media

It’s Friday Quiz Time Again!

Take B&T's trivia quiz for your chance to win a $100 booze voucher and possible cirrhosis of a major internal organ.

by B&T Magazine

B&T Magazine
Big data technology and data science illustration. Data flow concept. Querying, analysing, visualizing complex information. Neural network for artificial intelligence. Data mining. Business analytics.
  • Marketing

SenateSHJ Launches New Trans-Tasman Practices

SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile
  • Media

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile

Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7
  • Advertising

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7

B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]

by B&T Magazine

B&T Magazine
Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma
  • Opinion

Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma

The science is not in question – smarter people than I, with far more data, have codified it. The logic is not up for grabs…it makes sense that creating mental shortcuts to your brand keeps you at the top of your mind. Lead image: Kate Smither – Owner, The Tall Planner I wouldn’t even take […]

Opinion

by B&T Magazine

B&T Magazine
African woman using a cellphone in an office alone
  • Marketing

Ortto & Tall Bob Partner To Deliver Better SMS & MMS For Australian & NZ Businesses

Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]

Slew Of New Hires At Snap Inc.
  • Media

Slew Of New Hires At Snap Inc.

Snap Inc. has announced a number of new recruits. B&T unaware if it positively impacted SEEK's share price.

Reddit Gets Playful Brand Refresh
  • Technology

Reddit Gets Playful Brand Refresh

This will be of interest to any Reddit fans, graphic designers or lovers of an orange so bright it burns the retinas.

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market
  • Advertising

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market

Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label
  • Marketing

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label

Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]