AFL launches new ‘Believe’ campaign ahead of 2020 Toyota AFL Premiership Season via AFL Media


Ahead of 2020 Toyota AFL Premiership Season opener on Thursday 19 March, the AFL has today released Believe, its season launch campaign featuring fan-generated content and some of the biggest names in the game.


Produced in-house by AFL Media, the campaign centres around the premise of belief, leveraging the League’s previous Don’t Believe in Never positioning. For the first time ever, the season launch campaign has been tailored to market, with bespoke television commercials produced for QLD and NSW, to ensure an audience led approach to engage with different markets.

Believe takes a fresh approach to create a sense of excitement and optimism about the upcoming season. Throughout the TVCs, iconic on-field moments and supporter content unite to create a series of rich and entertaining moments that will charm fans and capture the attention of those less engaged in the game.

Says Darren Birch, general manager growth digital and audiences, AFL: “We’re excited to launch such a contemporary campaign that communicates the on and off-ground experience to elevate our brand and appeal to a broader audience.

This work is quite different to what we’ve done in the past – shifting focus to our fans, and using their content to help tell our story, unlocks many opportunities to connect with our audiences in new ways.”

Says Andrew Hutchison, creative director, AFL Media: “We were thrilled to land the opportunity to lead this program of work in 2020; we have really challenged what’s been done previously and we feel we’ve executed a campaign that truly brings to life the essence of the AFL brand.

“We look forward to rolling out an integrated program of work in 2020, with multiple key campaigns throughout the year aligned to the Believe platform.”

The Believe season launch campaign will run across TV, digital, social, OOH, press and at matches throughout the 2020 Toyota AFL Premiership Season.

Heath Walker – Head of Marketing, AFL
Katie Hynes – Marketing Manager, AFL Fans & Clubs
Rita Khouri – Marketing Programs Lead, AFL Fans
Jack Gray – Marketing & Player Engagement Lead
Leigh Dunston – Project Management, AFL Media
Andrew Hutchison – Creative Director, AFL Media
Sam Russell – Art Director, AFL Media
Chris Nardo – Deputy Art Director, AFL Media
Christopher Bell – Vision, AFL Media
Jarrad Gardner – Research, AFL Media
Mark Farrow- Audio, AFL Media

Production Company: Riot
Dave Christison – Riot Executive Producer
Marty Moynihan – Riot Director
Scarlett Maloney – Riot Research
Aaron Carroll – Riot Editor and Colour Grade
Carl Whitbread – Riot Motion Graphics, Animation
Donald Mayes – Creative Producer
Hayley Campbell – CAD

AFL launches new ‘Believe’ campaign ahead of 2020 Toyota AFL Premiership Season via AFL Media AFL launches new ‘Believe’ campaign ahead of 2020 Toyota AFL Premiership Season via AFL Media