AFL launches 'Break the Aussie Rules' via TBWA

The AFL has launched Break the Aussie Rules with creative agency TBWA, national media agency of record PHD, developed in partnership with the Brisbane Lions, Gold Coast Suns, GWS Giants, and Sydney Swans.

The creative brand platform is a fresh twist on traditional football posters, with fashion, family, music, and, naturally, football at its core. Redefining football norms, the campaign playfully undermines the traditional football code by with overlays of bespoke messaging and imagery.

The goal is to establish a connection with audiences less familiar with Aussie Rules Football and help grow the sport's popularity in New South Wales and Queensland.

“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,” said AFL's executive general manager of customer and commercial, Kylie Rogers.

 “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.”

The campaign is live across out-of-home, digital, and social platforms, as well as activations across the Brisbane Lions, Gold Coast Suns, GWS Giants and Sydney Swans' media channels, including handing out four match day experiences to winners of a social comp.
 

Earlier this month, Red Rooster teamed up with Four’N Twenty pies – the ‘official pie’ of the AFL – for a limited edition chicken and gravy pie ahead of the Australian footy final season, launched via Leo Burnett Australia.

See also: Red Rooster and Four’N Twenty launch collab via Leo Burnett