Toyota + AFL’s Jonathan Brown encourage fans to be ‘Good For Footy’ in new AFL campaign via Gemba

Toyota and AFL legend Jonathan Brown have teamed up to inspire footy fans all over Australia to support local football clubs with the rallying cry ‘IT’S TIME TO RAI$E’ via specialist sport and entertainment agency Gemba.

The new campaign is an evolution of Toyota’s long-running Good for Footy raffle. The raffle is an annual event that sees Toyota partner with the AFL to help raise money for grassroots football clubs across Australia.

This year the raffle has gone digital, making it easier than ever for clubs to register and sell tickets. The online revamp and introduction of Jonathan Brown is part of an effort to raise a record-breaking goal of one million dollars for grassroots clubs this season.

The Good for Footy Raffle has raised over $2.2 million dollars for grassroots football clubs since its inception in 2015. With 100 per cent of the proceeds from each $5 ticket sold going directly to local footy clubs, Toyota is also offering up a range of prizes, including three brand new Toyota vehicles.

Gemba ECD Boyd Hicklin said the challenge with this campaign was evolving the community initiative. The brand was eager to raise more money than ever before and see a lift in CSR reputation, while authentically keeping local clubs at the centre of the conversation.

Says Hicklin: “We know how busy and time poor volunteers from local clubs are. Taking the raffle digital means it’s even easier for these clubs to get involved, easier to sell tickets and for the first time, community minded Aussies everywhere can get behind a great local cause. You don’t have to stand in the rain at your local park to buy a ticket from a footy club member… you can now click through straight from your social feed and it’s done!”

Says Brown: “Whether its new footballs, facilities, drink bottles or oranges at half time, the Good For Footy raffle continues to raise much needed funds for clubs who really need it. So what are you waiting for? Get amongst it!”

The ‘IT’S TIME TO RAI$E’ campaign is supported by broadcast, digital, print, OOH, social and stadium activation nationwide.

To get around your local footy club, you can buy a raffle ticket here.

Client: Toyota
National Sponsorship Manager: Lisa Randle
Creative and Sponsorship Agency: Gemba
Executive Creative Director: Boyd Hicklin
Senior Creative: Nathan Davoli
Art Direction & Design: Alexandra Longbottom
Graphic Design: Honey Terrill
Executive Producer: Luke Coulson
Account Managers: Bridge Lane & Amelia Faulkner
Production: Pixel
Director: Boyd Hicklin
Animation/Post: Pixel
Creative Director: John Gavin
Visual Effects Supervisor: Andrew Montague
Executive Producer: Haley Polacik
Producer: Monique Mulcahy
DOP: David Guest
Illustrator: Kat Chadwick