AFL calls on fans to voice their support for AFL finals in campaign from Cummins & Partners
The AFL has rolled out its campaign for the 2014 Toyota AFL Finals Series developed by full service agency Cummins & Partners.
Mumbrella revealed last month that Cummins & Partners had been appointed to develop the campaign, its first assignment for the AFL. The ‘Don’t Go Quietly’ campaign is a “call to arms” to AFL fans to not only support their teams but to attend games and show their passion for the sport.
It features a collection of images of fans and players alike experiencing a variety of emotions throughout the game, accompanied by an impassioned voiceover reminding fans that now during the finals is when a team needs its fans the most. The ad is narrated by three-time premiership player Jonathan Brown.
Julian Dunne, AFL head of brand and market insights, said: “The campaign is about celebrating the fans of our game and the role they play in supporting their teams and making our game what it is. We have incredibly loyal and passionate fans and the imagery used across the campaign is all real. The AFL Finals is the pinnacle event on the Australian sports calendar and we want fans to come along, with full voice and enjoy the best of our great game.”
Jim Ingram, co-executive creative director at Cummins & Partners said: “From inception to execution we are immensely proud of this work. These are not meant to be ‘high gloss corporate style’ ads, we wanted to go with something a little more authentic. Hopefully they feel a bit more raw and real.
“There are few things as enjoyable as going along to Finals footy and giving it your all. We wanted to capture and celebrate those intense feelings the fans (and we) have when supporting our teams at the game. It’s all about the passion of the fan, ‘Don’t Go Quietly’, is a call to arms – if you’re going to go to the game, go, but ‘Don’t Go Quietly’”.”
The TV ads are complemented with interactive experiences and print.
GPY&R Melbourne is the AFL’s agency of record, and has produced the last few finals ads.
Credits:
AFL
CEO, Gill McLachlan
- General Manager People, Customer and Community, Dorothy Hisgrove
- Head of Brand and Market Insights, Julian Dunne
- Marketing Communications Manager, Matthew Todd
Agency, cummins&partners
- Co- ECD’s, Jim Ingram and Ben Couzens (not Cousins)
- Creative Director, Peter Doogie Chapman
- Senior Art Director, Connor Beaver
- Senior Art Director , Frank Trobbiani
- Chief Strategy Officer, Adam Ferrier
- MD, Chris Jeffares
- Account Director, Sarah ‘Beersy’ Beer
- Agency TV Producer, Adele Pollitt
Production Partners
- Pixel Kitchen
- Risk Sound
- Electric Dreams
Linkedin
Epic and delivered as only Browny can
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How does the AFL CEO get credit for this?
I think Browny is great, but the concept has been done to death and the production looks a little less than we’ve come to expect from AFL spots..
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Great visual treatment. Good copy too.
But what is that word “brewyant”? Is this a new word?
It was almost “brilliant”.
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Epically boring more like it. Where’s the music, energy and excitement of an AFL game?
Too easily interpreted as the “don’t go” campaign for me.
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Flatter than an old sherrin.
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How the f#@&* could an agency respond so horribly to such a dream brief?
The low standard of the work is amplified by the very high quality of the many great campaigns that have preceded it.And i am not just talking about Patts work -I am referring to Warren Brown’s wonderful’ I’d like to see that’ campaign and great campaigns that came out of the old Palace.
This is beyond sad.
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flat – more excitement watching st kilda play
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You’ve gotta be kidding me… What a wasted opportunity. I’m embarrassed for you cummins.
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Gillon, please hire someone to bring the shizzle back to your marketing department. Come on, people who can bring you the kind of work that YOU like. Not this crap.
Your ‘marketing’ department is a mess.
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Spend less time crafting ‘hilarious’ credits for the avalanche of press releases you are putting out and more time crafting the work itself.
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i think i got the message now browny..
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