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Fashion, family, music and football is the new combination set to help grow Australian Rules Football in New South Wales and Queensland as part of the AFL’s new ‘Break the Aussie Rules’ campaign.
The campaign disrupts the football norm and draws on cultural influences such as entertainment, fashion, music, food and lifestyle to increase AFL and Club consideration among new and casual audiences and invites new fans to create their own footy traditions.
It was developed in partnership with the Brisbane Lions, Gold Coast SUNS, GWS GIANTS and Sydney Swans, and with creative agency GMR, part of TBWA, and national AFL media agency PHD.
The creative brand platform features a refreshed take on traditional football posters with bespoke imagery and messages plastered over the top that redefines football conventions and builds a connection with audiences who aren’t familiar with the code.
The campaign will go live across out-of-home, digital and social, while also coming to life via activations and Brisbane Lions, Gold Coast SUNS, GWS GIANTS and Sydney Swans channels.
Following the success of the AFL’s opening round held in New South Wales and Queensland earlier this year, AFL executive GM customer and commercial Kylie Rogers said that the new campaign would continue to build momentum in the market.
“We’re excited to launch our new Break the Aussie Rules campaign in New South Wales and Queensland that is fun, different and will engage with new and casual fans like never before,” he said.
“The most authentic way to engage with new fans is to create meaningful connections with people and acknowledge and celebrate what makes them unique.
"The Break the Aussie Rules campaign delivers on this and will help strengthen our position in the northern markets as we continue to move the needle in this region.”
As part of the campaign, the AFL is also giving four winners the chance to get the ultimate 'Break The Aussies Rules' matchday experience.
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