Back in 2008, the Norm Smith Medal for best on ground at the AFL Grand Final was awarded to Luke Hodge.
His teammate, Xavier Ellis claims that as the true best on ground that day, he was robbed. He’s spent the years since living with the loss. It’s been a running joke in footy circles for the last 13 years.
With the historic AFL Grand Final held in Perth, local fans were given the chance to ensure this sort of mock travesty didn’t happen on their home turf, voting for the Xavier Ellis Medal for ‘Actual best on ground who should have won the Norm Smith medal’.
The social-driven campaign developed by TABtouch and Clemenger BBDO Sydney tapped into a well-known insight in footy circles – the traditional Norm Smith Medal given to best on ground during the AFL grand final is often a contentious decision.
TABtouch Head of Marketing, Katie Roberts said, “When it was announced that the grand final was going to be held here in Perth, we knew we had to be a part of it. What better way than to ensure that there weren’t any Norm Smith Medal robberies on our watch by heroing former Hawthorn and West Coast Eagles great, Xavier Ellis.”
“At the pointy end of the AFL calendar everything can feel a little serious. But since TABtouch is about enjoying yourself (responsibly), we wanted to create a campaign that reminds people, being a footy fan should be fun. It’s ok to have a laugh, it’s called a game for a reason,” Clemenger BBDO Sydney Creative Directors Chris Wilson and Roy Leibowitz said.
The campaign launched on 22 September, with a live countdown to the big game. Voting opened at the first bounce, and everyone who cast a vote had the chance to win a medal of their own and a $2,000 cash prize.
The fans spoke and awarded the medal to six goal hero Bayley Fritsch, in a win not just for him, but for every forward who’s been overlooked in favour of a midfielder.
The work follows Clemenger BBDO’s appointment as creative agency for Racing and Wagering Western Australia (RWWA)’s TABtouch brand in June.
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