The time had come. The chance had arrived. Perhaps the last chance in our generation, to finally secure Tasmania the AFL license that so many of us had desperately wanted and fought for. Tasmania had a rich footballing history, with many greats coming from our shores, yet never playing on hallowed grounds beneath a Tasmanian banner. The opportunity to change this, to make history, was upon us.
Strategy & Planning
Research & development
Brand Identity Creation
Design
Web Design & Build
Social Campaign Ideation & Implementation
Community Management
Multiple Sub-campaigns Ideated & Executed
Film Direction
Production
Photography
Creative Direction
Art Direction
Copywriting
Tech Development
We knew from the first bounce, that this license wouldn’t just be about playing in the a-league, but we knew how critical it would in keeping the sport itself alive and kicking across the state. Now before we could even start, we knew that we must first unite the state, from north to south and everywhere in-between. We knew we would have to create a movement that would reflect and represent all Tasmanians. So it all begun by tapping into the irrefutable Tasmanian spirit that has existed within us all from day one. Beyond football, it was unlocking this spirit that would have Tasmanians and the rest of Australia alike, footy fanatic or otherwise, not just buying into, but undoubtedly Believing Tasmanian.
And so it began.
We launched Believe Tasmanian, with the first campaign being The Last Push to Play on. A campaign that tapped into the very essence of what it meant to be Tasmanian, and what that would mean to have that represented in the great game.
With access to some of Tasmania’s most famous football faces, we were able to show the support Tasmanian AFL has from both the top-down and the ground-up. From film to social, events to press and PR, The Last Push to Play On gained the kind of momentum and support even we couldn’t have expected. This ultimately resulted in the granting of the 19th AFL team license.
