SYDNEY, AUSTRALIA — It’s a new era for Aussie rules football—one where tradition meets trend, and fans old and new are invited to dive headfirst into the rich, quirky, and uniquely Australian world of the AFL. The Australian Football League is turning up the volume for the 2025 Toyota AFL Premiership Season, unveiling a fresh, feel-it-in-your-bones brand platform with global creative agency 72andSunny ANZ and production company Good Oil. The call to action? Get in on it.
A love letter to AFL culture in all its glory, the campaign brings to life the rituals, artefacts, and idiosyncrasies that define footy fandom – whether it’s pigeon interruptions, scarf-waving mainies, or gravity-defying speccys. It’s cheeky, it’s nostalgic, it’s a cultural deep-dive and it’s designed to resonate with a new generation of Australians.
With more than 160 years of heritage and tradition, AFL Executive General Manager Customer and Commercial Bec Haagsma said the new campaign will bring to life the history of the AFL whilst resonating with fans in a modern way. “Our game has a history of connecting with people across the country both in its on field heroics or off the field with friends, family and the wider community. So many people that I meet have a story to tell about Aussie rules footy,” Haagsma said.
“The AFL’s new ‘Get in on it’ campaign celebrates this tradition in a creative way and shows fans that they can experience the sport through attendance with other fans, or be part of the action, anywhere, anytime – whether it’s at the local pub, from their loungeroom, on socials or even on the catwalk! Once you know a little, you want to know it all and through this campaign, we hope to show people how they can get in on Aussie rules footy for themselves.”
Good Oil Director, Madeleine Purdy said, “Working on a brand like the AFL was a bit of a dream come true. Despite living on the wrong side of the Barassi line, AFL is such a huge part of Australian life. It’s a commonality amongst every demographic there is, and I think that is the sickest thing about footy – cliche or not, it brings people together. I wanted to bring the sport to life in a very out-of-category way. The way that sports fandom exists in the world, but not how it’s usually shown on TV. We also had real fans of every single team in our cast which meant there were a lot of fun little moments on set with people playing up their rivalries or allyship with fellow cast members they’d just met.”
72andSunny Chief Creative Officer, Wez Hawes said, “The AFL is steeped in so much folklore, history and fandom, there’s so much to unpack. Especially for a new younger audience who are deep diving and going further than scratching the surface of the things they are passionate about. The rich, graphic tapestry of the launch film is just the beginning of our journey to bring the next generation of Aussies in on it. From how to get a mane like Bailey Smith, to deep diving on why a North Melbourne player is named after a packet of chips.”
Officially launching this week, the Get in on it campaign will go live across out-of-home, digital and social media channels across the country, with the aim to grow fandom and build hype as the 2025 Toyota AFL Premiership Season kicks off.
Credits
Client: AFL
General Manager Fan – Amanda Romeo
Creative and Innovation Director – Jonathan Bernard
Senior Manager- Retail Marketing – Anthony Voyage
Marketing Manager – AFLW – Lauren Grigg
Creative Projects Manager – Madeline Gibellini
Producer – Ines Guarda
Art Director – Martin Cook
Media Assets Manager – Chris Bell
Media Planner/Buyer – Lauchlan Mount
Special thanks to:
AFL Licensing: Grace Kneale and Jeremy Moore
Agency: 72andSunny
Production Company: Good Oil
Director: Madeleine Purdy
Executive Producer: Sam Long
Head of Production: Chana McLallen
Producer: Taryn Mueller
1st AD: James Miles
DOP: Jesse Gohier-Fleet
Art Director: Imogen Walsh
Wardrobe: Brynna Lowen
Casting: Studio P / Peta Demastis
Offline & Online Editor: Jos Eastwood
Grade: Matt Fezz
Graphics & Illustration: Marcus Dixon & Lewis Oxenbould
VFX: Rob Moffett & Igor Maluf
Music & Sound House: Rumble Studios
Composer: Nick Polovineo & Felix Bornholdt
Sound Designers: Tone Aston & Renee Park
Band: Sleepazoid
