The AFL rewrites Aussie rules in new campaign via PHD and TBWA

In an effort to attract non-footy fans to the game, the AFL, TBWA and PHD are rolling out a new campaign that utilises “cultural influences” rather than traditional footy conventions.

The campaign – appropriately titled ‘Break the Aussie Rules’ – was developed in collaboration with the AFL’s media agency, PHD, and creative agency TBWA. The visuals rework standard football posters “with bespoke imagery and messages” – each one designed to establish a connection with would-be, non-footy audiences.

Lifestyle, fashion, entertainment, food and music are the cultural interests the campaign focuses on. There’s also a competition that is expected to give winners “a money can’t buy experience”.