AFL and Clems Melbourne unveil new brand platform ‘Don’t Believe in Never’

The Australian Football League (AFL) and Clemenger Melbourne have revealed a new brand platform ahead of the premiership season launch, ‘Don’t Believe in Never’.

One of the videos features the women’s Bankstown Bullsharks team and highlights a Muslim woman Dema, who had a passion for AFL despite the fact her father initially forbid her from playing.

The video goes on to show how Dema’s father grew his passion for AFL and embraced watching his daughter play.

Another ad features Aliir Aliir, a Sudanese man born in a refugee camp, and how he learned to communicate through sport when he moved to Australia.

The story of Aliir Aliir shows how he was overlooked as a draft pick in 2012 but managed to make the Sydney Swans team one year later.

The third video shows the defeated Richmond coach, Damien Hardwick, and how he overcame multiple losses and found his love for coaching again.

This is the first work released by Clemenger BBDO Melbourne since winning the account last month.

Julian Dunne, head of marketing and insights at the AFL, said in a statement: “There are so many stories across our game where people have achieved something remarkable against all odds.

“These stories exist at the grassroots level right through to the elite game and when they are told in the right way they create emotion and broader interest in the game.

“Fans tell us that footy is more than just a spectacle, it’s a place to escape, be hopeful, connect, celebrate and commiserate, so we feel this is a strong new platform to communicate what is both unique and special about our game.”

The ads are set to run across Seven, Foxtel, out-of-home and on the AFL’s social media channels.

Richard Williams and Ant Phillips, creative directors at Clemenger BBDO Melbourne, added: “Our job was a relatively easy one in this instance. The game of AFL is blessed with more stories of people overcoming adversity and of the impossible becoming possible than we can deal with.

“We love the three stories we’ve chosen to launch with, but are most excited about the potential this long term platform has to grow, evolve and inspire a new generation of footy fans. The opportunities are endless.”



  • Head of Marketing and Insights – Julian Dunne
  • Marketing Manager – Tim Hirst

Clemenger BBDO Melbourne:

  • Creative Chairman – James McGrath
  • Creative Director – Anthony Phillips
  • Creative Director – Richard Williams
  • Managing Director – Simon Lamplough
  • Executive Planning Director – Paul Rees-Jones
  • Executive Producer – Sonia von Bibra
  • Senior Producer (TV) – Jacqui Walker
  • Project Director – Theresa White
  • Group Business Director – Nick Campion
  • Business Manager – Sarah Gates
  • Senior Producer (Print) – Michael Travers
  • CG Artist – Steve Pratt
  • Retoucher – Mike McCall
  • Studio Artist – Sarah Wilson
  • Studio Artist – Patrick Rivera
  • Head of Craft Steve Leadbeater
  • Designer (Craft) – Juan Rodriguez
  • Designer (Craft) – Matt Ebling
  • Photography:
  • Photographer – Chris Tovo
  • Producer – Andrew Zappia, Agent99 Productions

Film Production:

  • Director – Christopher Nelius, Finch
  • DOP/Cinematographer – Matt Toll, Finch
  • Editors – Rodrigo Balart (Bull Sharks / Richmond) & Julie-Anne De Ruvo (Aliir Aliir)
  • Colourist – Martin Greer
  • Post Production / VFX – Jamie Scott, Generator Post
  • Music Composer/Arranger Richmond / Aliir Aliir – Jackson Milas, Sonar Music
  • Music Producer Richmond / Aliir Aliir: Sophie Haydon, Sonar Music
  • Music Bull Sharks: “Silly Move”, King, Level Two Music
  • Production Company Managing Director/Executive Producer – Corey Esse, Finch
  • Production Company Producer – Jackie Adler, Finch
  • Sound Designer/Engineer – Paul Le Couteur & James Martell, Nylon Studios
  • Sound House – Nylon Studios

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