Gemba designs new AFL sponsorship campaign for Toyota

June 2, 2020

The AFL season’s return is being promoted with a new campaign ‘We Bounce Back’ sponsored by Toyota and created by sports and entertainment agency Gemba. The campaign will run on Toyota and AFL’s social and digital channels in the lead up to and beyond the game’s return on 11th June 2020.

‘We Bounce Back’ centres on a series of simple, introspective moments shared by the football community. Players, umpires, fans and families re-emerge from hibernation and mentally prepare for the resumption of play; getting back to training, dusting off supporter gear, bouncing the Sherrin and honing their skills, all the while counting down the days, hours and minutes until the first bounce of the first game.

Together, Gemba and the Toyota sponsorship team set out to create a film to capture the spirit of the return of AFL by its biggest supporter. As the Premier Partner of the AFL, Toyota aims to offer hope while celebrating the feeling of anticipation and excitement for the game’s long-awaited return.

Toyota Senior Manager Marketing Integration, Tim Stuckey advises “the second AFL returns to our screens and into our lives will be a milestone moment for the national game. The return of footy will mean much more to fans than just watching their team play again. It will be a welcome distraction from the day to day challenges they are facing, and a sign that maybe the worst is now behind us.”

Gemba Executive Creative Director, Boyd Hicklin adds “building brand trust by demonstrating we are here to support for the long haul, ‘We Bounce Back’ is designed to celebrate the resilience of the footy community. It’s a positive reinforcement of the impact that sport has on our lives, and how we can help Australians navigate uncertainty by inspiring confidence in themselves and their community.”

The campaign will run on Toyota and AFL’s social and digital channels in the lead up to and beyond the game’s return on June 11th 2020.

Campaign Credits:
Client: Toyota
Senior Manager, Marketing Integration: Tim Stuckey
Manager, Events, Sponsorship and Promotions: Lisa Randle
Senior Sponsorship Coordinator: Sahitian Rajendran
Events and Promotions Coordinator: Kelly Galvez

Agency: Gemba
Executive Creative Director: Boyd Hicklin
Senior Creative: Nathan Davoli
Agency Producer: Alexandra Longbottom
Graphic Designer: Honey Terrill
Senior Account Director: Bridget O’Sullivan
Account Manager: Tim Marshall
Senior Marketing Consultant: Laura Wrigley

Production: Finch Company
Executive Producer: Corey Esse
Director: Chris Nelius
Producer: AnnaTara Clark-Sneddon
Director of Photography: Max Walter

Post Production: Atticus Studio
Sound Post: Final Sound
Media: The Media Store
Social: Red Havas

28th May 2020 - MCG ready to offer transformed turf for AFL return

20th May 2020 - Global sports sponsorship market predicted to fall by 37% this year

18th May 2020 - AFL to proceed with upgrade plan for Melbourne’s Marvel Stadium

15th May 2020 - AFL announces that season will restart from 11th June

13th May 2020 - AFL announces protocols for return to training and play

13th May 2020 - FFA set lose $6 million sponsorship with major A-League sponsor Hyundai

12th May 2020 - Gemba launches program for high-potential sport and entertainment industry start-ups

11th May 2020 - Victorian Government clears AFL clubs to train in groups of 10 from Wednesday

4th May 2020 - Australians’ physical activity declines during Coronavirus lockdown

2nd May 2020 - AFL Chief Executive suggests 2020 season could resume in June

11th March 2020 - NRL’s Bulldogs lose $2 million sponsorship following player scandal

16th September 2019 - Gemba partners with Supercars to develop commercial and fan engagement strategies

8th July 2019 - Gemba announces new senior appointments

15th March 2019 - Toyota’s AFL partnership becomes Australia’s largest sponsorship deal

26th February 2018 - Gemba launches Turnstile platform for accurate sports sponsorships valuation

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