Patrick Dangerfield again fails to become a NAB Mini Legend in campaign return
Geelong Cats midfielder and 2016 Brownlow medalist, Patrick Dangerfield, shares his hopes that he will be one of NAB’s Mini Legends in the 2021 AFL season in the latest iteration of the campaign.
This year’s mini legends to star in the campaign are the Western Bulldogs’ Bailey Smith, Richmond Tigers’ Sabrina Frederick, Adelaide’s Stevie-Lee Thompson and Brisbane Lions’ Mitch Robinson. When Zach Tuohy is revealed as the pick from Geelong, Dangerfield cries ‘How many Brownlows has he won?’.
The NAB Mini Legends campaign first appeared in 2016 as part of the brand’s partnership with the AFL. Each year since a new group of mini legends have been launched, based on a different group of key players. The 2018 iteration saw the minis inserted into famous moments of games, while in 2019 children woke up as their favourite players on their Auskick game days.
The campaign did not run in 2020 due to COVID-19.
Clemenger BBDO executive creative director, Richard Williams, spoke of the inspiration for this year’s campaign.
“We’d heard rumours of Patrick Dangerfield’s disappointment at having not been immortalised as a mini legend, so we thought what better way to launch this year’s campaign than by putting off his dream for another year. Maybe he’ll get a look in next year,” Williams said.
“The NAB Mini Legends campaign highlights the joy football brings out in all of us, young and old,” said NAB chief marketing officer – executive group marketing, Suzana Ristevski.
“We’re proud to support the game that gives us so much, both at a local and elite level in communities across the country. We can’t wait to share the next chapter of NAB Mini Legends with all footy families.”
NAB has been a partner of the AFL since 2002 and sponsored Auskick since 2006. NAB also sponsors
NAB AFL Academy, NAB AFL Rising Star. The brand is also the naming rights sponsor for the NAB AFLW.
Credits
Client
Suzana Ristevski – Executive, Group Marketing
Faycal Ben Abdellaziz – Head of Group Brand
Carla Beresford – Senior Consultant, Brand Management Sponsorship and Social Impact
Ben Knighton – Manager, Brand Delivery
Johannes Samson – Senior Consultant, Brand Delivery
Bridget Larsen – Consultant, Brand Delivery
Susanna Hondrokostas – Manager, Brand Identity
Nyaradzayi Masanga – Consultant, Brand Identity
Teryll Brewer – Senior Consultant, Sponsorship
Emily Curnow – Consultant, Sponsorship
Amanda Mansfield – Senior Consultant, Media
Creative Agency: Clemenger BBDO
Media Agency: Mindshare
PR Agency: TLA Worldwide
Production
Production Company – Revolver Film
Photography – Christopher Tovo Photography Studio
Director – Stephen Carroll
DOP / Cinematographer – Shelley Farthing-Dawe
Photographer – Christopher Tovo
Photography Production – Andrew Zappia, 99 Productions
Film Producer – Kat Latour
Executive Producer – Pip Smart, Revolver Film
Managing Partner – Michael Ritchie, Revolver Film
Hair and Makeup Artist – Natalie Burley
Post Production Company – ARC Edit
Editor – Johanna Scott
Grade Artist –Edel Rafferty
Flame Artist – Eugene Richards
Music Track and Artist – The Four Seasons Summer Presto
Music Production Company – AMCOS Library Music Track
Sound Designer / Engineer – Paul LeCouter
Sound House – SqueakE Clean Studio
Casting – Chameleon Casting
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topics
Clemenger BBDO Melbourne
NAB
NAB Mini Legends
Patrick Dangerfield
Richard Williams
Suzana Ristevski
