Moana Hope, Darcy Vescio, Chloe Molloy and Monique Conti star in Special K’s marketing push for the AFLW

AFLW players Moana Hope, Darcy Vescio, Chloe Molloy and Monique Conti have fronted Special K’s first marketing push of 2020, dedicated to promoting the upcoming season of the women’s league.

The new campaign aims to capture the busy lives of the four players and how they navigate the demands of work, professional sport and their personal lives.

Hope has played for Collingwood and North Melbourne. She is the full-time carer of her sister Vinny and owns her own business.

Conti represents the Western Bulldogs in AFLW and the Melbourne Boomers in the Women’s National Basketball League. She is also a studying a Bachelor of Business.

Vescio plays for the Carlton Football Club and works as a freelance graphic designer.

Molloy won the AFLW Rising Star Award for the Collingwood Football Club in 2019. She also studies a Bachelor of Sports Science and balances her commitments with four internships.

Tamara Howe, marketing and corporate affairs director at Kellogg ANZ, said in a statement: “Special K is a proud founding sponsor of the AFL Women’s League and we wanted to do more to tell the stories of these dedicated athletes and fantastic role models that is relatable to all people.”

The campaign was created by Wunderman Thompson. The TVC was directed by Suzanne Kim.

Simon Langley, national chief creative officer at Wunderman Thompson, said: “To follow their dreams of playing AFL, these women have to work tremendously hard; from when they begin playing as kids to the challenges faced playing professionally. It’s been a privilege working with the Kellogg’s team and the AFL to help tell the stories of these women.”

Special K is a founding sponsor of the AFLW. The 2020 season begins on 7 February.

The campaign will run across TV and digital. The 60-second TVC will also be cut down into 15 second spots.

In August last year, Kellogg’s appointed Publicis Media’s Zenith to its media account, ending a 35-year relationship with WPP AUNZ’s Mindshare.


Tamara Howe, Director of Marketing & Corporate Affairs, ANZ
Dan Bitti, Portfolio Marketing Manager
Felicha Hogan, Special K Brand Manager

Wunderman Thompson
Simon Langley, National Chief Creative Officer
Ana Lynch, Partner
Sinead Roarty, Creative Director
James Southey, Copywriter
Amee Wilson, Art Director
Rebekah O’Grady, Engagement Manager
Gabe Hammond, Senior Producer

Production Company: Collider
Suzanne Kim, Director
Lucy Pilkington, Producer
Rachel Ford-Davies, EP

Audio: Song Zu
Sound Design: Abby Sie
Music: Creative Director – Lance Gurisik, Composer – Nathan Cavaleri

Post-Production: The Cannery @ Wunderman Thompson

Editor: Joe Morris
Grade: Fergus Rotherham
Flame Op: Heather Galvin


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