AFL launches Play your Way summer sports campaign
The AFL has launched its new brand campaign for AFL PLAY to coincide with the summer school holidays.
AFL PLAY is the master brand for youth football, and the campaign, developed with AFL Studios, aims to target both new and highly engaged audiences by showcasing “the inclusive, welcoming, and high energy nature of local footy – while also reiterating there are many ways people can play”.
The video-led campaign is supported by a national cinema buy across more than 300 locations, and will be extended across AFL PLAY social channels, “with a variety of content from health and fitness to music, dance and trends”.
AFL executive general manager of game development, Rob Auld, said: “The AFL PLAY brand is the gateway for kids, youth and families to explore the endless ways you can connect with footy.
“Through AFL PLAY, we are building an inclusive and accessible community that celebrates the power of play and all the different ways our fans enjoy our game.
“The heroes and stars of AFL PLAY are our current and future participants. We showcase all the different ways our fans engage with AFL, which includes everything from streaming the Asia Cup on YouTube, featuring the best photos from our junior and senior footy competitions on Instagram, and giving kids a chance to design their own Sherrin.”
The brand video and 2D campaign is now live across AFL channels.
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