AFL and Clemenger BBDO Melbourne Launch 'Don't Believe in Never' Brand Platform

The Australian Football League (AFL) with its creative agency Clemenger BBDO Melbourne, has today unveiled the sporting code's new brand platform, Don't Believe in Never.
 
The three stories will be highlighted through short films, featuring Damien Hardwick's leadership of the Richmond Tigers to the 2017 Toyota AFL Premiership, Sydney Swan Aliir Aliir's journey from a Kenyan refugee camp to playing in the AFL and Dema a member of the Bankstown Bull Sharks, a multicultural team of teenage schoolgirls in Western Sydney.
 
The short films will be released today on the channels of Seven, Foxtel, out of home media, the AFL website and social media platforms.

Throughout the season, additional 'never' stories will be created and told for key moments in time such as Sir Doug Nicholls Round, the annual celebration of Indigenous culture. An acquisition program called the 'Neverbeens' will aim to drive match attendance of new audiences and ultimately growing fans of the game.

 
AFL head of marketing and insights Julian Dunne outlined the new brand proposition presented opportunities to tell stories from the grassroots level of Australian Football to the elite.
 
Says Dunne: "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."
 
Says Richard Williams and Ant Phillips, creative directors, Clemenger BBDO Melbourne: "Our job was a relatively easy one in this instance. The game of AFL is blessed with more stories of people overcoming adversity and of the impossible becoming possible than we can deal with. We love the three stories we've chosen to launch with, but are most excited about the potential this long term platform has to grow, evolve and inspire a new generation of footy fans. The opportunities are endless."