‘Good, Gooder’: Toyota works to make AFL better with suggestion box

Toyota has opened a suggestion box for AFL fans to have their say on how the automaker can make the league better for everyone.

No suggestion is too great or too small, with Toyota itself suggesting footy uniforms designed specifically for women and better lighting at community football fields in the TVC to launch the initiative.

The suggestion box launches off the back of Toyota’s 13 years sponsorship with the AFL and aims to raise awareness of its ‘Good for Footy’ which has supported footy on all levels from grassroots to elite. The program has raised more than $7 million dollars for local footy clubs across the country.

The idea for the suggestion box comes from Toyota’s philosophy of going directly to the source to find out how to make something better.

“The idea behind this way of thinking, not only for the Toyota Good for Footy Suggestion Box but for our organisation as a whole, is that in order for a product, process, or experience to be enhanced, then we need to hear suggestions firsthand from those who live and breathe it – in this case, the football community – in order to discover what changes they would consider most valuable,” said Toyota senior manager of marketing integration, Tim Stuckey.

The campaign, from sport and entertainment agency Gemba, will be leveraging AFL’s stadium big screen, digital, social, out-of-home, broadcast and in-stadium assets.

“Together with Toyota, we have created a tongue-in-cheek ‘grammatical error’ designed to grab a chunk of attention for the Suggestion Box. ‘Gooder’ is the kind of earworm we hope might slide into the footy fan vernacular, and get fans thinking about how they can be part of making the game better for everybody” says Gemba executive creative director, Boyd Hicklin.


Client: Toyota
Senior Manager, Marketing Integration: Tim Stuckey
Manager, Events, Sponsorship and Promotions: Jenny Huntley
Senior Sponsorship Coordinator: Sahitian Rajendran
Events and Promotions Coordinator: Kelly Galvez

Lead Agency: Gemba
Senior Account Director – Bridget O’Sullivan
Account Management – Sascha Webster and Emme Richardson
Executive Creative Director – Boyd Hicklin
Creatives – Nathan Davoli, Matt Smith and Rocky Ranallo
Agency Producer – Alexandra Longbottom
Graphic Designer – Honey Terrill
Planning – Adam Hodge and Laura Wrigley

Production: Finch
Director – Christopher Nelius
Executive Producer – Corey Esse
Producer – Kate Merrin
DOP – Liam Gilmour
Stills Photographer – Chris Hillary

Post Production:
Offline – Tim Parrington / Arc
Sound – Craig Conway / Final Sound
Online – Chris Betteridge / Arc
Grade – Martin Geer / Arc

Media: The Media Store
Social: Red Havas


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