AFL kicks off 2025 season with new campaign from 72andSunny
As the 2025 AFL season commences, the sport is encouraging fans to ‘Get In On It’ via a new campaign from recently-appointed creative agency 72andSunny.
72andSunny won the creative account at the start of the year, tasked with media partnerships, social media, and advertising for the season launch. Having previously described the AFL as “an iconic part of Australian culture”, the agency was briefed to help the game grow its audience with both culturally and linguistically diverse (CALD) communities and younger people.
The new campaign encapsulates this “iconic” status well, drawing on the game’s 160-year history with a plethora of AFL traditions, artefacts, and moments. According to the AFL’s executive general manager of customer and commercial, Bec Haagsma, the campaign brings this history to life, whilst resonating with fans in a modern way.
It invites fans — new and old — to deep dive into the traditions, which include mullets and pies, fashion and game day celebrations, rivalries and oaths, and more.
“Our game has a history of connecting with people across the country both in its on field heroics or off the field with friends, family and the wider community. So many people that I meet have a story to tell about Aussie rules footy,” Haagsma said in a media release.
“The AFL’s new ‘Get In On It’ campaign celebrates this tradition in a creative way and shows fans that they can experience the sport through attendance with other fans, or be part of the action, anywhere, anytime – whether it’s at the local pub, from their lounge room, on socials or even on the catwalk.
“Once you know a little, you want to know it all and through this campaign, we hope to show people how they can get in on Aussie rules footy for themselves,” she said.
72andSunny collaborated with production company Good Oil to bring ‘Get In On It’ to life, and engaged local Melbourne band Sleepazoid for the soundtrack. It hopes the power of music will build a connection with “young trendsetters”, thus deepening engagement and consideration with AFL fans.
Recently-appointed chief creative officer, Wez Hawes, said 72andSunny had lots of AFL folklore, history, and fandom to unpack and introduce to the new audiences.
“Especially for a new younger audience who are deep diving and going further than scratching the surface of the things they are passionate about,” he said in the media release.
“The rich tapestry of a film from Good Oil’s Madeleine Purdy is just the beginning of our journey to bring the next generation of Aussies in on it. From getting a mane like Bailey Smith to deep diving on why a North Melbourne player is named after a packet of chips through our clickable film.”
The campaign is live across OOH, digital, and social media channels across the country.
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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