February 25 2026, 5:25 pm | BY Ricki Green | No Comments
The AFL has launched its new brand campaign via TBWA, to celebrate the start of the 2026 Toyota AFL Premiership Season and celebrate the feeling of footy.
The campaign is centred around the feeling of footy – the unrivalled emotional connection only footy can create through shared moments of joy, hope, passion and belonging. The feeling of footy is culturally defining, accessible and uniquely Australian with true national scale and impact.
Continuing the ‘Get in on it’ brand platform launched last season, the new campaign will be the games open invitation to all Australians, from rusted on fans to those new to the game, to get in on that feeling in whatever way it shows up for them.
The iconic Aussie Rules specky takes centre stage in the new campaign, with the way fans react to it as the vehicle through which the feeling of footy is brought to life
The fully integrated campaign celebrates AFL fans and their reactions to the moments unique to the game. As the players soar in the air for the all mighty specky, the campaign shows fans watch in awe and excitement and naturally gravitate out of their seats. The collective moments, as the crowd rises up as one showcases the sense of belonging and emotion that is shared amongst AFL fans.
Says AFL Executive General Manager Customer, Commercial and Technology, Bec Haagsma: “Footy is back, and so is the feeling and excitement that the start of the season of the best game in the world is just around the corner. Our game is unique and represents something different to everyone, but that feeling of watching our great game is universal.
“The AFL’s new campaign celebrates one of our most distinctive asset, the specky, and showcases how anyone feel as they witness it, be it at a stadium, out and about or with mates at home. It’s a moment that creates fandom and feeling.”
Says Harrison Webster and Max Reed, Creative Directors at TBWA: “The idea was to remind fans they’re just as important to the culture of the AFL as the players themselves. With some mini-trampolines, high-wires and brave actors, we were able to dramatise and capture the deeper connection fans have with the game.”
The campaign will be brought to life through special outdoor builds that showcase the specky in all its glory including Isaac Heeney in Sydney, Kai Lohmann in Brisbane, Mac Andrew in the Gold Coast and Nasiah Wanganeen-Milera in Melbourne. These special build sites uniquely position the specky out of the billboard to show the heights the players get to for the ultimate grab.
Officially launching this week, the ‘Get in on it’ campaign will go live across TVC and screens, out-of-home, digital and social media channels across the country, with the aim to build excitement as the 2026 Toyota AFL Premiership Season commences.
The campaign will extend throughout the season to celebrate the joy and reactions of AFL fans.
AFL
General Manager, Customer & Marketing: Amanda Romeo
Head of Marketing: Dean Sofianopoulos
Head of Brand: Jonathon Bernard
Marketing Manager, AFL & Clubs: Rita Sullivan
Media Planner & Buyer: Lachlan Mount
Art Director: Martin Cook
Project Manager: Jen Dow
TBWA
Strategy, Creative & Production Agency: TBWA
Director: Kale McRedmond
DOP: Max Walter
Offline Edit: James Ashbolt
Online Edit: Jamie Scott, Generator Post
VFX: Manimal Post
Composition: Echo Darling
Sound: Rumble Studios
Colourist: Max Ferguson-Cook
Register for FREE HERE and receive the Campaign Brief Daily Bulletin and/or the global Best Ads Best of the Week Bulletin. Subscribe to Campaign Brief Magazine.
#More Creative News #No paywalls #No annual membership fees
Subscribe to Portfolio & Reel for current listings of Australian and NZ ad agency and production company leadership and key personnel