AFL Mini Legends
NAB
Challenge
NAB was celebrating 20 years of sponsoring the AFL, AFLW, and AFL Auskick. But after two years of being in-and-out of lockdowns, footy fans hadn’t been able to attend or play the sport they loved at any level. Interest in the sport had plummeted, along with participation.
Convention
In an attempt to revitalise the game, brands were using the stars. But it was the same talent, in the same semi-comedic fashion. And, it almost always included kicking an irrelevant footy into frame no matter what product they were selling.
Disruption®
We doubled down on the history of this iconic campaign and put young fans right where they belong, at the centre. We built enthusiasm for the sport by pulling from the grassroots and reminding footy fans that no matter what level they play, it is epic, and it deserves to be celebrated on TV just like their heroes.
