The AFL rewrites Aussie rules in new campaign via PHD and TBWA
In an effort to attract non-footy fans to the game, the AFL, TBWA and PHD are rolling out a new campaign that utilises “cultural influences” rather than traditional footy conventions.
The campaign – appropriately titled ‘Break the Aussie Rules’ – was developed in collaboration with the AFL’s media agency, PHD, and creative agency TBWA. The visuals rework standard football posters “with bespoke imagery and messages” – each one designed to establish a connection with would-be, non-footy audiences.
Lifestyle, fashion, entertainment, food and music are the cultural interests the campaign focuses on. There’s also a competition that is expected to give winners “a money can’t buy experience”.
‘Break the Aussie Rules’ capitalises off the AFL’s successful 2024 Opening Round, with the organisation’s executive general manager, customer and commercial, Kylie Rogers, saying that the initiative’s momentum will continue to grow in market.
“We’re excited to launch our new Break the Aussie Rules campaign in New South Wales and Queensland that is fun, different and will engage with new and casual fans like never before,” Rogers explained.
“The most authentic way to engage with new fans is to create meaningful connections with people and acknowledge and celebrate what makes them unique. The Break the Aussie Rules campaign delivers on this and will help strengthen our position in the northern markets as we continue to move the needle in this region.”
Audiences will be able to view the AFL’s refreshing campaign through social, out-of-home, activations and digital channels. AFL teams, the Sydney Swans, Gold Coast SUNS, Brisbane Lions and GWS Giants, are also sharing the campaign across their own channels.
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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