AFL launches fresh version of ‘Don’t Believe in Never’ campaign via Clemenger BBDO Melbourne
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The Australian Football League (AFL) and Clemenger BBDO Melbourne have today unveiled the 2019 Toyota AFL Premiership Season launch campaign, building on last year’s successful Don’t Believe in Never platform.
Airing from today onwards, the campaign will showcase a range of stories that demonstrate the AFL’s ability to foster moments that prove anything is possible, beginning with chronicling Mason Cox’s journey from being a college basketball player in his home country of the US to becoming one of the cult heroes of the 2018 Toyota AFL Finals Series.
Throughout the 2019 Toyota AFL Premiership Season, the campaign will also tell the stories of the West Coast Eagles’ grand final triumph and sharing Pepa Randall’s journey as she overcame seemingly insurmountable odds to finally break through as an AFLW player.
Says Tim Hirst, marketing manager, AFL: “After the phenomenal success of last year’s launch campaign, we knew that we had a brilliant platform to continue sharing ‘Never’ stories from. Thankfully, we didn’t have to look too hard to find the latest batch of stories, and can’t wait to watch new narratives emerge throughout the 2019 season.”
Says Richard Williams and Ant Phillips, creative directors, Clemenger BBDO Melbourne: “We launched Don’t Believe in Never to showcase the disproportionate number of amazing stories that are generated through this game we call AFL, and the response was incredible, including Channel Seven commissioning a 30 minute program based on our campaign last year.
“This year, we wanted to continue building awareness of our Don’t Believe in Never platform with new, inspirational stories that continue to prove that AFL is a game like no other.”
Client: Australian Football League (AFL)
Head of Marketing, Participation and Audience Development: Alistair Dobson
Marketing Manager: Tim Hirst
Brand and Audience Coordinator: Luci Kininmonth
Creative agency: Clemenger BBDO Melbourne
Photographer: Chris Tovo
Producer: Agent 99 Productions / Andrew Zappia
Director: FINCH / Christopher Nelius
FINCH Executive Producer: Corey Esse
FINCH Producer: Jackie Adler
DOP / Cinematographer: Matt Toll
Editor: Rodrigo Balart
Colourist: Martin Greer
Post-production: ARC Edit / Doireann Lally
Music supervision: Level Two Music / Karl Richter
Music Composer: Sonar Music / Jackson Milas
Sound House: Nylon Studios
Sound designer / engineer: Paul Le Couteur and Ramsay De Marco
Motion Design & Animation:
Design Collective – Andrew Barry
Nakatomi – Tom Brunsdon
6 Comments
What a great journey to watch.
Big up to all involved.
In the words of the great Shane Crawford ‘That’s what I’m talkin’ about’. Think this is ace. I can’t wait to go to the footy.
Great! Congrats to all involved
Isn’t ‘Don’t believe in never’ just a clunky and convoluted way of saying ‘Believe’?
Where’s Julian Dunne these days?
So using ‘Impossible is nothing’ as your inspiration, is also, shite.