AFL (Australian Football League) ran “This Is Greatness”, an integrated advertising campaign in its promotion of the 2011 Toyota AFL Final Series. Screened on Channel Seven during live coverage of the finals in September through to October 1, the commercials recreate historic footy scenes to celebrate greatness: the greatness of the players, the passion of the fans and the pinnacle of the AFL season, the finals. The “This is Greatness” project also includes radio advertisements and an outdoor campaign in Melbourne, host of the final, with banners and other images around the city and on public transport, focused on Federation Square through September.
Introduction. Greatness. It’s hard to define. Click on the image below to play the video in YouTube (HD)
Week one: The journey to greatness starts here. Click on the image below to play the video in YouTube (HD)
Week Two. Greatness will not go quietly. Click on the image below to play the video in YouTube (HD)
Week Three. Greatness. It’s so close you can almost touch it. Click on the image below to play the video in YouTube (HD)
Week four. Greatness lasts forever. Click on the image below to play the video in YouTube (HD)
The Greatness campaign included Game Signatures, a collection of unique autographs created from player GPS tracking data. During the four-week AFL Finals Series, players wore GPS trackers during the game, creating ‘signatures’ as they played. The most heroic performances were translated into one-off prints and displayed throughout the finals, culminating in the ultimate ‘Game Signature’ of the Grand Final’s Norm Smith Medalist. All signatures will be auctioned to benefit Ladder, the AFL charity supporting youth homelessness.
The Greatness campaign includes a review of 20 great AFL moments by footy commentator Leigh Matthews. Click on the image below to play the video in YouTube (HD)
The AFL Greatness campaign was developed at George Patterson Y&R, Melbourne by executive creative director Ben Coulson, creative director/copywriter/art director Chris Northam, copywriter Evan Roberts, producer Gene Kingi, account management team Mike Napolitano, Sally Kingi, Amber Addams Williams, working with AFL general manager strategy and marketing Andrew Catterall marketing and strategy director Steve Gray, and Ladder general manager Mark Bolton.
Animation was produced at XYZ Studios, Melbourne.
Music and voiceover is by Tim Rogers.