This was a campaign I came up with to link Jeep, the Richmond Football Club and footy’s most passionate supporters for the entire 2014 AFL season.

Billboards across Melbourne, TVCs, match day content on the MCG electronic scoreboard, competitions and an organic, user generated social media hashtag campaign that fans used for years later, it was a huge success.

The campaign with my Drive Home Proud tagline even appeared on the Tigers banner.

Later in the year, after I had left the agency, “Drive Home Proud Films” followed up with my idea to make mini documentaries to support the campaign.

I’m proud of how this idea took off and captured the feeling of what it’s like to support a football team (while also selling lots of Jeeps).