This was a campaign 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 still use two years later, it was a huge success.
The campaign even appeared on the Tigers banner.
Later in the year, after I had left the agency, “Drive Home Proud Films” followed up with the 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).