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The Australian Football League (AFL) has launched a series of emotional short films to celebrate the stories of the game.

The films are part of a new brand platform, Don’t Believe in Never, which aims to tell stories from different tiers of the game, from grassroots levels through to the professional leagues.

The launch films feature Sydney Swans player and former Sudanese refugee Aliir Aliir, Dema, a muslim teenager who plays in a local team in Western Sydney and Richmond Tigers coach Damien Hardwick.

The films share the stories of the obstacles and adversity the subjects have overcome to achieve their dreams on the football field.

AFL head of marketing and insights Julian Dunne said, “There are so many stories across our game where people have achieved something remarkable against all odds.

“These stories exist at the grassroots level right through to the elite game and when they are told in the right way they create emotion and broader interest in the game.

“Fans tell us that footy is more than just a spectacle, it’s a place to escape, be hopeful, connect, celebrate and commiserate, so we feel this is a strong new platform to communicate what is both unique and special about our game,” he said.

The short films will run across TV, OOH, digital and social media and will be supported by an acquisition program called the ‘Neverbeens’ which aims to attract new fans to the games and drive match attendance.

The AFL plans to continue to create new films to celebrate key moments in the sports calendar, such as the Sir Doug Nicholls Round, which is an annual celebration of Indigenous culture.

The campaign was created by Clemenger BBDO Melbourne. 

Clemenger BBDO Melbourne: Australia Football League (AFL) 'Don't Believe in Never'

Agency: Clemenger BBDO Melbourne
Client: Australia Football League (AFL)
Date: March 2018
The Australian Football League (AFL) has launched a new brand platform, Don’t Believe in Never, to tell stories from different tiers of the game, from grassroots levels through to the professional leagues.
The platform launches with a series of short films to celebrate the stories of the game. The films feature Sydney Swans player and former Sudanese refugee Aliir Aliir, a muslim teenage girl, Dema, who plays for a local Western Sydney team, and Richmond Tigers coach Damien Hardwick.
The films share the stories of the obstacles and adversity the subjects have overcome to achieve their dreams on the football field.
Credits:
 
 
AFL:
Head of Marketing and Insights – Julian Dunne
Marketing Manager – Tim Hirst
 
Clemenger BBDO Melbourne:
Creative Chairman – James McGrath
Creative Director – Anthony Phillips 
Creative Director – Richard Williams
Managing Director – Simon Lamplough
Executive Planning Director – Paul Rees-Jones
Executive Producer – Sonia von Bibra
Senior Producer (TV) – Jacqui Walker
Project Director – Theresa White
Group Business Director – Nick Campion
Business Manager – Sarah Gates
Senior Producer (Print) – Michael Travers
CG Artist – Steve Pratt
Retoucher – Mike McCall
Studio Artist – Sarah Wilson
Studio Artist – Patrick Rivera
Head of Craft  Steve Leadbeater
Designer (Craft) – Juan Rodriguez
Designer (Craft) – Matt Ebling
 
Photography:
Photographer – Chris Tovo
Producer – Andrew Zappia, Agent99 Productions
 
Film Production:
Director – Christopher Nelius, Finch 
DOP/Cinematographer – Matt Toll, Finch
Editors – Rodrigo Balart (Bull Sharks / Richmond) & Julie-Anne De Ruvo (Aliir Aliir)  
Colourist – Martin Greer        
Post Production / VFX – Jamie Scott, Generator Post
Music Composer/Arranger Richmond / Aliir Aliir – Jackson Milas, Sonar Music
Music Producer Richmond / Aliir Aliir: Sophie Haydon, Sonar Music
Music Bull Sharks: "Silly Move", King, Level Two Music
Production Company Managing Director/Executive Producer – Corey Esse, Finch
Production Company Producer – Jackie Adler, Finch
Sound Designer/Engineer - Paul Le Couteur & James Martell, Nylon Studios
Sound House – Nylon Studios
Tags: Australia
 
 
 
 
 
 
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