AFL releases 2019 Don’t Believe in Never campaign ahead of season launch

The AFL has launched its 2019 season campaign by Clemenger BBDO, building on last year’s Don’t Believe in Never positioning.

The first story of 2019 features US basketball player Mason Cox, who attracted widespread disdain from fans before becoming a club hero for Collingwood in last year’s finals.

Last year’s campaign launch featured Dema, a footballer from a Muslim family in western Sydney who had a passion for AFL despite her father initially forbidding her from playing.

During the 2019 season, the AFL will roll out more stories, including the West Coast Eagles’ journey to winning last year’s premiership, and greater western Sydney player Pepa Randall’s battle to break into the top AFLW competition.

AFL marketing manager, Tim Hirst, said about the new campaign: “After the phenomenal success of last year’s launch campaign, we knew that we had a brilliant platform to continue sharing ‘never’ stories from.

“Thankfully, we didn’t have to look too hard to find the latest batch of stories, and can’t wait to watch new narratives emerge throughout the 2019 season.”

Richard Williams and Ant Phillips, creative directors, Clemenger BBDO Melbourne, added: “We launched Don’t Believe in Never to showcase the disproportionate number of amazing stories that are generated through this game we call AFL, and the response was incredible, including Seven commissioning a 30 minute program based on our campaign last year.

“This year, we wanted to continue building awareness of our Don’t Believe in Never platform with new, inspirational stories that continue to prove that AFL is a game like no other.”


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