News

NAB encourages AFL fans to put aside loyalty and team pride with ‘Fanshake’ campaign

NAB has launched the latest iteration of its annual ‘Footify’ campaign, with ‘Fanshake‘ aimed at encouraging AFL fans to shake hands and put their pride and team loyalty on the line for the greater good of the game during the 2015 season.

Created by Clemenger BBDO Melbourne, the campaign aims to get fans to put aside team pride, shake hands with a rival fan and set a footy-based pledge which they are then expected to make good on if their team doesn’t win.

Kevin Ramsdale, GM brand and products marketing at NAB, said: “We are essentially harnessing the positive approach to competition between rival fans and encouraging them to give back to the footy community, whilst having some fun along the way.

“We’ve been supporting the AFL for over a decade and this campaign is another way that we can keep delivering on our commitment to not just sponsor the game but to grow it and give back to it.”

Clemenger BBDO Melbourne creative director Rohan Lancaster said: “The AFL is a unique football code – fans can have the fiercest rivalries during the game, but afterwards, they’re willing to shake hands and have a laugh. We used this insight to base the idea around the classic fan behaviour of backing one’s team with absolute faith.

“A Fanshake ensures that after the match, one Fanshaker will have to do something that enhances or gives back to the game in some way.”

The campaign is running across TV, print, digital, NAB customer channels and social media.

NAB’s Fanshake campaign will run through TV, print, digital, NAB customer channels

Credits:

NAB

  • Chief Marketing Officer Sandra de Castro
  • General Manager, Brand & Products Marketing Kevin Ramsdale
  • Head of Sponsorship Tim Clarke
  • Manager, Sponsorship Communications Lucy Ryan
  • Consultant, Sponsorship Communications Katelyn Whinfield
  • Associate, Sponsorship Communications Ben Willis

Clemenger BBDO Melbourne

  • Creative Chairman James McGrath
  • Executive Creative Director Ant Keogh
  • Creative Directors Rohan Lancaster/Darren Pitt
  • Copywriter Richard Shaw
  • Art Director Russel Fox
  • Digital Creatives Tom & George McQueen
  • Agency Executive Producer Sonia von Bibra
  • Head of Print Production Sharon Adams
  • Print Producer Michael Travers
  • Managing Partner Lee Simpson
  • Group Account Director Ben Knighton
  • Account Director Nick Darrigan
  • Account Manager Chris Baker
  • Account Executive Drew Reid

Production

  • Director The Glue Society (Jonathan Kneebone & Paul Bruty)
  • DOP/Cinematographer Geoffrey Simpson
  • Executive Producer/Managing Director Michael Ritchie
  • Head of Projects Josh Mullens
  • Producer Helen Morahan
  • Production Company Will O’Rourke
  • Editor Tim Parrington
  • Photographer Josh Robenstone
  • Post Production Company The Butchery/The Refinery
  • Sound Designer/Engineer Paul LeCouter
  • Sound House Flagstaff
ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.