AFLW 2020 Season Campaign

The AFLW 2020 Season Campaign focused on the narratives of football told through the medium of the player banner. 

The campaign consisted of brand and retail executions. The brand creative was an evolution of the 2019 campaign. The player banner became the focus for messaging and a typographic pattern of the AFLW statement ‘This is GENW’ was introduced as a background. The retail roll-out evolved this creative further with more of a focus on the competing teams and the hero players. The typographic patterns were updated to the club taglines and the messaging became a call to action. The player imagery was shot with a focus on expression and movement, to tie in with the vignettes and TVC that were also produced.