AFL’s season launch sees fans and players celebrating the winning goal after the siren

Ahead of the season launch next week, the AFL is building a sense of community around the game, highlighting footy fanatics’ love of the game.

Set to INXS’ six-time platinum track ‘Kick’ cut with classic AFL commentary, the campaign features star players and backyard legends living the dream moment of kicking the winning goal after the siren.


Seeking to showcase the diversity of footy families across the country, fan footage was gathered of Australians playing the game on backyards, local football ovals and beaches.

Meanwhile the historic AFL moments used in the film include Malcolm Blight’s torpedo in 1976, Ashley Mcgrath’s 2013 ‘Miracle on Grass’, and last year’s boundary goal from Carlton’s Jack Newnes.

The campaign, from Clemenger BBDO Melbourne and MOFA, introduces the line ‘This is us’, a diversion from the ‘Believe’ and ‘Don’t Believe in Never’ platforms used in recent years.

“The brand campaign continues our celebration of the connection between our fans and our game through the overarching ‘This is Us’ platform,” said AFL Media’s head of marketing and content, Julian Dunne.

“It doesn’t matter who you are or where you’re from, footy brings us together like no other. The campaign focuses on how the game is imbedded in our culture from community to the elite codes, the pure passion of our fan base and the opportunity for new fans to be welcomed into the fold.

“Our fans and members are as passionate as any in the world and they have showcased this with their incredible loyalty over the past 12 months. This campaign focuses on some of our most spectacular moments and showcases the joy that our game brings through those moments that become lifetime memories.”

The campaign will run on TV, out-of-home, print, radio, digital, and social.


Head of Marketing & Content: Julian Dunne
Marketing Projects Manager: Rita Khouri
Creative Executive Producer: Donald Mayes

Agency: Clemenger BBDO Melbourne

Production Company: MOFA
Director: Nick Kelly
2nd Unit Director: Maddy King
DOP: Shelley Farthing-Dawe
2nd Unit DOP: Miller Best
Executive Producer: Llew Griffiths

Post-Production: AFL Media
Editor: Jon Fothergill
Sound Design: Mark Farrow
Producer: Ines Guarda


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

Sign up to the free Mumbrella newsletter now.



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