The mission: seek out passionate sports fans from around the world and 'footify' them in Australia.
The NAB's mission to 'footify' the uninitiated from around the world by immersing them in the lives of AFL-loving Aussie families has reached its next stage.
Five sports fans from India, the USA, Japan, Spain and Sweden have been 'fansplanted' with AFL-passionate host families, tasked with teaching them everything they know about the Aussie Rules.
NAB is now asking for footy fans across Australia to vote on which 'fansplantee' deserves to be crowned the 'most footified'. And everyone who votes enters a draw to win a trip to the winning fansplantee's home country.
Rohan Lancaster, creative director at Clems Melbourne, said: “AFL's appeal is its sheer mix of physical disciplines. It's Australia's game, but we want to make it the world'd, by showing that it has something for everyone, especially sports fanatics.”
Kevin Ramsdale, NAB's general manager of consumer marketing, added: “Footify has been built on the premise that at NAB, we don't just sponsor the game, we grow it.”
To vote for the most footified 'fansplantee', visit the campaign website.
Credits:
Client: NAB
Agency: Clemenger BBDO Melbourne
Creative chairman: James McGrath
ECD: Ant Keogh
CDs: Rohan Lancaster, Darren Pitt
Art director: Luke Thompson
Copywriters: Clark Edwards, Andre Hull
Managing partner: Lee Simpson
Production: Will O'Rourke
Director: Jonathan Kneebone, The Glue Society
