AAMI celebrates footy’s great balancing act with ‘Luck of the Bounce’ via Leo Australia
AAMI has launched a new sponsorship platform called ‘Luck of the Bounce’ to celebrate the unpredictable nature of AFL, highlighting the role of luck in the game. The campaign, created by Leo Australia, aims to resonate with fans by acknowledging both the highs and lows of footy.
The announcement:
Australians like to believe life – and footy – rewards skill, grit and hard work. But any AFL fan knows there’s always something else at play. Sometimes it’s not how well you play the game, but how the ball bounces.
This AFL season, AAMI, the official general insurance partner of the AFL and AFLW, is celebrating the moments that make the game both great and heartbreaking with the launch of its new sponsorship platform, ‘Luck of the Bounce’, created by Leo Australia.
Central to the creative idea is the Sherrin – the most unpredictable ball in sport. In a player’s hands, it can be controlled through skill and precision. Once it hits the turf, however, all bets are off. It’s that uncertainty that creates some of the game’s greatest bangers, as well as its most brutal clangers.
By tapping into the highs and lows that supporters live through every season, ‘Luck of the Bounce’ builds on AAMI’s broader brand platform ‘Because Australia’, and its organising idea that there’s only so much luck to go around.
Mim Haysom, EGM Brand and Customer Experience, Suncorp, said:
“Footy might be built on skill and hard work, but the bounce still has a big say. Luck of the bounce gives AAMI a way to show up that feels authentic to the game – acknowledging both the big wins and the unlucky moments fans live through every week. It’s a natural expression of our role in footy and for our customers, stepping in when luck doesn’t go their way.”
Michelle Walsh, Creative Director, Leo Australia, added: “Even the most skilful footballer is not immune to the swinging pendulum of luck we call the Sherrin. It can be cruel, kind, and the difference between a premiership cup and a Grand Final Replay. Just ask the Saints. As a die-hard footy fan, I had a lot of fun bringing this truth to life, and building on the success of our AAMI brand work launched earlier this year.”
The national integrated campaign, part of AAMI’s broader AFL sponsorship, spans TV, social, radio, digital and out‑of‑home, with media managed by OMD and Open Era. Running throughout the AFL and AFLW session, the campaign will reach footy‑engaged audiences across the country, from families and local communities to die‑hard fans.
