Toyota celebrates 20 years of AFL partnership via Gemba
Toyota Australia has partnered with Gemba to launch a new campaign commemorating its longstanding contributions to the AFL, as the automotive brand hits its 20th year of sponsoring the competition.
The campaign follows news last week that Toyota had reappointed Gemba as its sponsorships and ambassador agency.
Other assets:
The new work leverages the ‘Oh What A Feeling’ tagline, focusing on how footy makes fans feel, with the campaign aptly titled ‘Feeling It’.
The campaign launched with a hero film that premiered on Channel Seven and Fox Footy, showing the pride of the Adelaide ‘Camry’ Crows first game in 1991, the joy of the Swans breakthrough premiership win of 2005, and the agony and elation of Dom Sheed’s incredible premiership winning kick of 2018, depending which side of the fence you were on.
John Weir, Gemba creative director, said: “‘Oh What A Feeling’ is a tagline synonymous with Toyota, and after so many years supporting the game, the brand truly understands how footy makes fans feel. The highs, the lows and everything in between. This year’s campaign ‘Feeling It’ marks the last 20 years of Toyota’s huge support, and importantly celebrates footy through the eyes of a fan.”
Also showcased is AFLW player Daisy Pearce, as she raised the premiership cup years later, as well as players with a disability, and the community of local footy clubs, who have raised almost $10 million to date with the Toyota Good for Footy Raffle.
Each of Toyota’s AFL partnerships, including the AFLW, Toyota AFL Wheelchair Championships and the Toyota AFL Inclusion carnival have their own cutdown film, as well as print and OOH executions that will be rolled out during the 2023 Toyota AFL Premiership Season.
Credits
Client: Toyota Australia
Senior Manager, Marketing Integration: Tim Stuckey
Manager, Events, Sponsorship and Promotions: Jenny Huntley
Senior Sponsorship and Events Specialist: Allison Fitzsimons
Agency: Gemba
Executive Creative Director: Boyd Hicklin
Head of Creative & Production: Alexandra Longbottom
Creative Producer: Ally Kirkwood
Creative Director: John Weir
Junior Creative: Lachlan Wills
Designer: Honey Terrill
Senior Account Director: Lauren Ellis
Senior Account Manager: Jess Connor
Account Manager: Rebecca Dodunski
Head of Marketing Strategy: Adam Hodge
Senior Marketing Consultant: Rennie Gilchrist
Media: Spark Foundry
Social: Red Havas
Post-production: Mr Fox
Director: Bill Irving (Truce Films)
Edit: Andrew Stalph and Drew Moden, Mr Fox Post Production
Online: Drew Moden, Mr Fox Post Production
Music Composition – Tristan Dewey, Bang Bang Studios
Sound Design – Tristan Dewey, Bang Bang Studios
Sound Producer – Polly McGregor & Holli Dee, Bang Bang Studios
Stills: AFL Footy Focus Competition
Belief – Phyllis Queally, Photographer
Joy – Jayden Humphris, Photographer
Pride – Blake Parry, Photographer
Pumped – Celina Whan, Photographer
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