Toyota is celebrating the Oh What A Feeling return of the AFL season with a new campaign We Bounce Back.
The AFL season was initially suspended due to coronavirus restrictions but is now set to return on June 11, after extensive consultation with state and federal governments to develop a model to return to play.
Created by sports and entertainment agency Gemba, We Bounce Back centres on a series of simple, introspective moments shared by the football community.
Players, umpires, fans and families re-emerge from hibernation and mentally prepare for the resumption of play; getting back to training, dusting off supporter gear, bouncing the Sherrin and honing their skills, all the while counting down the days, hours and minutes until the first bounce of the first game.
Gemba and the Toyota sponsorship team set out to create a film to capture the spirit of the return of Australia’s biggest winter sport, brought to fans by footy’s biggest supporter.
As the premier partner of the AFL, Toyota aims to offer hope while celebrating the feeling of anticipation and excitement for the game’s long-awaited return.
Toyota senior manager, marketing integration Tim Stuckey says the AFL's return will be a "milestone moment" for the national game.
"The return of footy will mean much more to fans than just watching their team play again," Stuckey says.
"It will be a welcome distraction from the day to day challenges they are facing, and a sign that maybe the worst is now behind us.”
Gemba executive creative director Boyd Hicklin says the campaign was designed to celebrate the football community's resilience.
"It’s a positive reinforcement of the impact that sport has on our lives, and how we can help Australians navigate uncertainty by inspiring confidence in themselves and their community,” Hicklin says.
The campaign will run on Toyota and AFL’s social and digital channels in the lead up to and beyond the game’s return on June 11, 2020.
Credits
Client: Toyota
Senior Manager, Marketing Integration: Tim Stuckey
Manager, Events, Sponsorship and Promotions: Lisa Randle
Senior Sponsorship Coordinator: Sahitian Rajendran
Events and Promotions Coordinator: Kelly Galvez
Agency: Gemba
Executive Creative Director: Boyd Hicklin
Senior Creative: Nathan Davoli
Agency Producer: Alexandra Longbottom
Graphic Designer: Honey Terrill
Senior Account Director: Bridget O’Sullivan
Account Manager: Tim Marshall
Senior Marketing Consultant: Laura Wrigley
Production: Finch Company
Executive Producer: Corey Esse
Director: Chris Nelius
Producer: AnnaTara Clark-Sneddon
Director of Photography: Max Walter
Post Production: Atticus Studio
Sound Post: Final Sound
Media: The Media Store
Social: Red Havas
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.