AFL focus on individuals with a love for footy in campaign for Multicultural Round
The AFL is promoting its Multicultural Round with a campaign celebrating the many cultures who share a common passion for football.
Created by GPY&R, the campaign focuses on multicultural members of the community with a shared love for the game.
The three ads feature three fans from different backgrounds and different ages, with the first featuring Dilpreet, a young Indian man, who one day hopes to be drafted. In the spot, he talks about his first game of football and how he thought a mouthguard was a helmet.
Dorothy Hisgrove, AFL general manager for people, customer and community said in a statement: “It shows that no matter who you are or where you come from, AFL is a sport that embraces everyone willing to get involved and have a good time.”
The second spot features Katen who is from Aboriginal, Italian and Hungarian heritage. He talks about his family’s habit of shouting advice to him from the sidelines.
And in the third and final spot is nine year old Jerry Ng from East Timor who talks through his love of statistics and the AFL.
The multicultural round kicks off on July 18 and runs through to July 27.
Coinciding with the campaign was the announcement of AFL appointing Cummins&Partners to develop the AFL Final Series campaign.
Credits:
- Client: AFL
- General Manager – People, Customer & Community: Dorothy Hisgrove
- Head of Brand and Market Insights: Julian Dunne
- Senior Marketing Coordinator: Megan Williams
- Agency: GPY&R Melbourne
- Chief Creative Officer: Ben Coulson
- Senior Copywriter: Aaron Pepper
- Senior Art Director: Shane Dawson
- Agency Producer: Pip Heming
- Head of Planning: Mike Hyde
- Account Director: Rachel Semmens
- Production House: Exit Films
- Director: Paola Morabito
- Producer: Vivienne Jaspers
- Post Production: The Cutting Edge
- Offline Editor: Bill Browne
- Colourist/Online: Ryan Brett
- Sound Design: Stevo Williams @ Flagstaff Studios
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Some sports ads (of any code) that don’t rely just upon elite players trying to act. Good move.
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