Holden backs AFLW links with new campaign tackling diversity and body image issues

February 5, 2017 11:04

The launch of the AFL Women’s League on Friday has seen a host of advertisers backing the competition, with Holden creating an entire campaign around its partnership with Collingwood..

Holden’s AFLW campaign tackles issues of diversity and body image.

The campaign is set around Collingwood footballer Moana Hope and runs from a full-blown 140-second profile piece to a traditional 30-second spot and a series of 15-sec ads which are believed to have been created through Holden’s sports sponsorship arm.

Focusing on issues of diversity, discrimination and body image, Hope talks about magazine photographers asking her to cover her tattoos and responds with the line: “We are not out their to be models, we are out there to be footballers”.

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

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