VIRGIN AUSTRALIA
AFL TRAVEL – FLY YOUR COLOURS
Storyboard / Ideation / Design
AFL fans are some of the most passionate fans in Australian sport. What better way to show that passion for your AFL team than going to a game interstate. To drive that passion further we made a campaign to Fly Your Colours. The premise was to show fans deep in enemy territory barracking for their team. We positioned the imagery so our traveling fans stood out by being in amongst the home-team fans. A weekend away interstate and watching your team play... that’s pretty great and it’s even better coming home with a win.
As part of the TVC we got footage and stills with a variety of team fans cheering on their team amongst opposition fans, and rolled this out across a number of mediums where we could talk to die-hard AFL fans, or to those who might who might be looking for a weekend away and combine that with an AFL game. We got boarding passes, took over the Virgin Australia website and also across the AFL official site.
With the lead-up to the finals, we got the chance to create something in the Melbourne Virgin Australia terminal corridor. There were a couple of design thoughts and concepts, like using the adding mascots traveling to Bali for their off-season trip as teams were knocked out. The client settled on showing the final 8 teams as mural, so I scamped up a mock with the top players of each team for the mural artists to follow.
When it came to the AFL Grand Final we extended the campaign from earlier in the year using the same mediums, with a big focus on GWS fans to travel down from Sydney for the big game.
