Marketforce Group campaign launches the new WAFL season as a Win-Win for everyone

Marketforce has kicked off the 2023 WAFL season with a refreshed brand campaign for WA’s oldest football league.

After winning the business in a highly competitive creative pitch process, Marketforce quickly turned around a new creative strategy to launch the WAFL into the modern era, without turning its back on existing fans.

The results from round one have been astounding with a 50% increase in sales year-on-year.

In order to lure a newer, younger audience to the local game, the decision was made to combine the drama of elite football with the joy of hanging out with friends, and getting up close to the action. So every game, is a ‘win-win’.

The ‘win-win’ message therefore speaks to a day at the WAFL as a place to catch up with friends (or a favourite local band), eat great food, give the kids a place to have fun and run around, hear the huddle at half time, while still watching some great local footy! Basically, whatever you’re looking for, the WAFL has something for everyone.

“To truly revolutionise a heritage brand, we needed to give it a facelift to stand out from the mostly unchanged design trends seen in sports,” said Luke Williams, lead creative on the new campaign. “We made everything brighter and more colourful, while keeping the intensity and spirit of the game. But the real win was using WA talent to celebrate WA talent. Everything from the typeface used in the design (created by local type legend Joseph Dennis) to the talent used and the photographer, is proudly homegrown Western Australian. With a campaign that champions community, it just makes sense that we take pride in the local talent on show.”

The WAFL campaign has been developed as an interactive design toolkit for every local club to use in their collateral and promotion elements, giving the campaign longevity and stretch across every touchpoint in social, digital and club printed collateral. Bespoke club messages are rolling out across WA in OOH, while the film and digital assets in market have contributed to a successful season launch.

VIEW THE FILM

Credits
WAFC
Executive Manager of Brand: Nerida Collins
Head of Marketing: Sarah Sawdon

Marketforce Group
Account Director: Craig Sadler
Agency Producer: Joslyn Davies
Head of Creative: Rikki Burns
Head of Creative: Josh Edge
Associate Creative Director: Luke Williams
Junior Art Director: Mike Dann
Junior Copywriter: Henry Malkovic
Artwork: Ben Mills
Digital Designer: Nicholas Smith
Web: Milo Radunski

Type Design
Swimtype

Photography
Mike Dann

Alucinor Productions
DP – Shane Piggott
AD – Dean Butler
AC – Andrew Samson
Gaffer – Chris Martin
Lighting Assistant – Blade Chenoweth
Runner – Mishna Nagda

Flat Pack FX
Motion Artist – Ross Loosemore