Google reflects back on the 2019 AFL season in first work from Emotive

In its first work for Google, Emotive has scoured 12 months of search data surrounding the AFL to create a campaign film that collates some of the most emotional and controversial moments from the 2019 season.

The film reflects on a variety of controversial moments including Carlton fans being ejected from Marvel Stadium for their behaviour, and the sexist commentary that surrounded an image of AFLW player Tayla Harris.

It also highlights some of the most emotional moments from the 2019 AFL season such as Hawthorn players donning the number 37 in support of Adam Goodes, Neale Daniher addressing players ahead of the Big Freeze match, two umpires getting engaged in the centre of the MCG, and clubs bringing disadvantaged fans out onto the ground with them.

In a LinkedIn post, Emotive CEO Simon Joyce, wrote that the objective of the campaign was to “amplify the emotion inherent in the AFL with the power of reflection and search” and “give AFL fans goose bumps”.

AI marketing company, Realeyes, collaborated with Emotive on the final edit. Realeyes uses artificial intelligence technology to measure the emotion on viewers’ faces in response to marketing materials.

Google’s AUNZ director of marketing, Aisling Finch, said in a statement: “As another epic AFL and AFLW season has come to an end, we wanted to highlight the moments that inspired, challenged and brought Aussie fans together – with a little help from Google Search. Aussie Rules Football holds a special place in the hearts of so many Australians. This campaign demonstrates how Google plays an important part in not just putting the answers we need at our fingertips, but helping us with ‘how to’, and find inspiration and progress.”

Ben Clare, group creative director of Emotive, said: “For all the season’s difficulties and challenges, there were also moments of levity, perseverance and triumph. We wanted to capture that in a way that would elicit a strong emotional response, but importantly, serve as a poignant reminder that progress is worth searching for. That’s the powerful thing about search. In asking ‘why’ or ‘how’, we discover a way forward. And whilst this campaign is essentially a retrospective – a look back on 2019 – it also reminds us to look ahead.”

AFLW star, Tayla Harris, stated: “This season has started so many conversations. Conversations we needed to have, and I think the game is the better for it. Seeing that there’s been record Searches for AFL Women this season in Australia is incredible and to be a small part of that is so humbling.”

The campaign debuted over the AFL Grand Final weekend. The hero film was posted to the social media accounts of 15 current and former players. The 60 second version appeared during the free-to-air telecast, which attracted 2.197 million metro viewers to the Seven Network.

Emotive’s client list includes Lynx, Optus, Sportsbet and The Australian Turf Club.

Mumbrella has contacted Emotive for comment.


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