Toyota says the AFL community will ‘bounce back’ in lead up to its return

Toyota is getting AFL fans revved up for the return of the 2020 season on June 11.

The campaign declares the football community will ‘Bounce Back’ from the holding pattern COVID-19 placed the league in.

The film, created by Gemba, shows footballs fans sporting their merchandise and singing the anthems while doing the dishes, players returning to the empty stadiums, and staff maintaining training facilities.

Toyota is the major corporate sponsor of the AFL. Last year, it extended its partnership with the league until 2023.

Toyota senior manager of marketing integration, Tim Stuckey, said the return of the AFL will be a milestone.

“The second AFL returns to our screens and into our lives will be a milestone moment for the national game. The return of footy will mean much more to fans than just watching their team play again. It will be a welcome distraction from the day to day challenges they are facing, and a sign that maybe the worst is now behind us,” Stuckey said.

Gemba’s executive creative director, Boyd Hicklin, wanted to reinforce that Toyota was in it for the long haul with the AFL.

“Building brand trust by demonstrating we are here to support for the long haul, ‘We Bounce Back’ is designed to celebrate the resilience of the footy community. It’s a positive reinforcement of the impact that sport has on our lives, and how we can help Australians navigate uncertainty by inspiring confidence in themselves and their community,” he said.

The campaign will run on Toyota and AFL’s social and digital channels in the lead up to the league’s return and beyond.


Client: Toyota
Senior Manager, Marketing Integration: Tim Stuckey
Manager, Events, Sponsorship and Promotions: Lisa Randle
Senior Sponsorship Coordinator: Sahitian Rajendran
Events and Promotions Coordinator: Kelly Galvez

Agency: Gemba
Executive Creative Director: Boyd Hicklin
Senior Creative: Nathan Davoli
Agency Producer: Alexandra Longbottom
Graphic Designer: Honey Terrill
Senior Account Director: Bridget O’Sullivan
Account Manager: Tim Marshall
Senior Marketing Consultant: Laura Wrigley

Production: Finch Company
Executive Producer: Corey Esse
Director: Chris Nelius
Producer: AnnaTara Clark-Sneddon
Director of Photography: Max Walter

Post Production: Atticus Studio
Sound Post: Final Sound
Media: The Media Store
Social: Red Havas


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