In working with the AFL, our brief was simple - get more kids playing and connecting with footy.
Within that, there were two key properties - NAB AFL Auskick and NAB AFL Superkick - that the AFL wanted to celebrate.
We created two very distinct brand styles that would appeal to different audiences, but both aiming to celebrate the fun, excitement and enjoyment of playing footy, whether you've had a ball in your hand since day one or wanted to learn the game.
Wildcard developed the brand strategy, creative direction and key visual elements of both campaigns.
Working to tight timelines, WILDCARD concepted and captured content for a 12 month campaign, creating individualised content for each athlete, which was amplified at relevant times throughout the year, when their sport was in it’s peak.
Bespoke athlete content laddered up into broader HERO creative which was seen across TV, Cinema, Digital & Social, OOH.
All 7 athlete shoots were captured within 1 month, with shoots occurring in Melbourne, Adelaide, Sydney, Golf Coast, Perth and Manchester.
The campaign aligned with the Matilda’s World Cup heroics of 2023, and led to a significant increase in specific product sales off the back of Hayley Raso’s participation in the campaign.
