AFL Septopia where Grand Final fantasies can come true

Australian Football League is promoting the lead up to the AFL Grand Final on Saturday September 30 with a campaign called Septopia. Viewers are welcomed to a place where sporting fantasies can come true – Septopia., leads to the official website of the Australian Football League, offering tickets and information on the Grand Final week.

Man tells his workmates about Septopia

On a dull gray day a worker tells his colleagues in the canteen about a better place. “I have seen this place where it rains in colour. Where a single second can last a lifetime. And fingernails are full! Where men can be surrounded by thousands and feel totally alone. Where leather is more precious than gold. Where men reach for the sky and toe themselves into the clouds.” “What is this place Ricky?” “Septopia… Septopia.”

Click on the image below to play the video.


The AFL Septopia campaign was developed at George Patterson Y&R, Melbourne, by executive creative director Paul Catmur, copywriter Scott Cooney, art director Chris Northam, copywriter Simon Bagnasco and agency producer Romanca Jasinski.

Filming was directed by Nice Trees (Ben Saunders and Germaine McMicking) via The Directors Group, Melbourne, with executive producer Craig Griffin and production manager Luci Schroder.

AFL Cup held high in Septopia TV ad

The AFL Grand Final can lay claim to being the biggest sporting event in Australia. The build-up in the week before the game is almost as tiring for its participants as the game is for the players and it is fast becoming a seven day Carnival celebration. The game is sold out and, apart from the 2000 Grand Final which was brought forward due to the Sydney Olympics, is played on the last Saturday in September.

Brownlow Medal

Grand Final week officially begins with the Brownlow Medal count on the Monday night. The count has been held on the Monday night in Grand Final week since 1978. The Brownlow Medal has been a huge television production since the early 1970s and is now one of the top-rating annual television events, particularly in the southern states.

Carbine Club lunch

Once the Brownlow Medallist has been announced, a whirlwind series of events begins with the Carbine Club lunch on Tuesday. The Carbine Club is a group of business leaders with a common love for sport. This event is by invitation only and is held to honor the Brownlow Medallist. A keynote speaker proposes a toast to football and a coin is tossed between the presidents of the Grand Final teams to decide which color shorts teams will wear in the big game and which rooms they use.

Seriously Party

The exclusive Seriously Party became part of the official program of Grand Final Week activity in 2004. It is already becoming a ‘must’ on the social calendar for ‘serious; party goers.

Federation Square ‘Live’ Site

Introduced in 2004 the Federation Square ‘Live Site’ provides Football activities throughout Grand Final Week – they include Player Appearances, Interviews, Interactive activities, live entertainment and great highlights on the big scree.

AFL Auskick Super Clinic

Held on Wednesday of Grand Final week the AFL Auskick Super Clinic is the highlight of the Auskick Program and attracts over 1000 children.

Thursday night training

On the Thursday night before the Grand Final, it is a football tradition that fans watch their teams go through their final paces at training. Participating clubs have been known to attract up to 10,000 spectators to training.

AFL Grand Final parade

On the Friday before the Grand Final, the competing clubs, the Brownlow Medallist, the NAB AFL Rising Star and the umpires take part in the AFL Grand Final parade through the Melbourne CBD at lunchtime. Players travel in a cavalcade up Collins Street before being presented to the crowd on the steps of the Treasury Building.

Grand Final breakfast

The build-up on the day of the AFL Grand Final begins with the reknowned Kangaroos Grand Final breakfast. The breakfast is televised and attracts guests and entertainers from a range of backgrounds. It is, however, just one of the many functions held around Australia on Grand Final day.


The pre-match entertainment has been a significant feature of the AFL Grand Final since 1977. In the past 15 years, Kerrie Hayes Productions has been responsible for orchestrating the entertainment, which features a huge line-up of entertainers, cavalcades to honor recently retired stars and AFL Hall of Fame members and flyovers by the RAAF Roulettes and FA18 Hornet. Many traditions are upheld during the pre-match entertainment. A singer or group will be selected to sing Advance Australia Fair and Waltzing Matilda and a series of entertainers will present other songs specifically chosen for the occasion. The AFL honors the inductees into the AFL Hall of Fame, AFL Legends and retired champions in a cavalcade. In 1998, one of the greatest sporting stars of the century, former world champion heavyweight boxer Muhammad Ali appeared in the cavalcade.