We were briefed to create a campaign for the Australian Football League Finals Series. Any brief for a finals series is a great brief because you're selling the epitome of the sport. The best of the best. Our goal was simply to remind people of the heroic performances that they'll see if they go to the games - but to do it in a brand new way.

Launch the campaign
Published
August 2012
Topics

The Story

We were briefed to create a campaign for the Australian Football League Finals Series. Any brief for a finals series is a great brief because you're selling the epitome of the sport. The best of the best. Our goal was simply to remind people of the heroic performances that they'll see if they go to the games - but to do it in a brand new way.

Technology is everything to this idea. Each Game Signature is a story of greatness. A performance that deserves to be remembered. Something purely emotional. But technology is what allowed us to tell it in a totally unique way. Without the technology, this would have just been another framed photo of a guy kicking a ball or fist-pumping the air and, Lord knows, the world has enough of those.

The Technology

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The Results

Creatively, this was a win because it was the first time GPS data has used in this way. It fused technology with art to give football fans something they had never seen before. From a business perspective, it was a win because the client not only got a very effective promotional campaign for their sporting event, but gained a whole new form of merchandise as well.

6000

amount each original sold for at auction

Launch Date Sept. 9, 2011