AFL calls on fans to voice their support for AFL finals in campaign from Cummins&Partners

The AFL has rolled out its campaign for the 2014 Toyota AFL Finals Series developed by full service agency Cummins&Partners.

Mumbrella revealed last month that Cummins&Partners had been appointed to develop the campaign, its first assignment for the AFL. The ‘Don’t Go Quietly’ campaign is a “call to arms” to AFL fans to not only support their teams but to attend games and show their passion for the sport.

It features a collection of images of fans and players alike experiencing a variety of emotions throughout the game, accompanied by an impassioned voiceover reminding fans that now during the finals is when a team needs its fans the most. The ad is narrated by three-time premiership player Jonathan Brown.

Julian Dunne, AFL head of brand and market insights, said: “The campaign is about celebrating the fans of our game and the role they play in supporting their teams and making our game what it is. We have incredibly loyal and passionate fans and the imagery used across the campaign is all real. The AFL Finals is the pinnacle event on the Australian sports calendar and we want fans to come along, with full voice and enjoy the best of our great game.”

Jim Ingram, co-executive creative director at Cummins&Partners said: “From inception to execution we are immensely proud of this work. These are not meant to be ‘high gloss corporate style’ ads, we wanted to go with something a little more authentic. Hopefully they feel a bit more raw and real.

“There are few things as enjoyable as going along to Finals footy and giving it your all. We wanted to capture and celebrate those intense feelings the fans (and we) have when supporting our teams at the game. It’s all about the passion of the fan, ‘Don’t Go Quietly’, is a call to arms – if you’re going to go to the game, go, but ‘Don’t Go Quietly’”.”

The TV ads are complemented with interactive experiences and print.

GPY&R Melbourne is the AFL’s agency of record, and has produced the last few finals ads.


CEO, Gill McLachlan
  • General Manager People, Customer and Community, Dorothy Hisgrove
  • Head of Brand and Market Insights, Julian Dunne
  • Marketing Communications Manager, Matthew Todd

Agency, Cummins&Partners

  • Co- ECD’s, Jim Ingram and Ben Couz​e​ns (not Cousins)
  • Creative Director, Peter Doogie Chapman
  • Senior Art Director, Connor Beaver
  • Senior Art Director ​, Frank Trobbiani
  • Chief Strategy Officer, Adam Ferrier
  • MD, Chris Jeffares
  • Account Director, Sarah ‘Beersy’ Beer
  • ​Agency TV Producer, Adele ​Pollitt

Production Partners

  • Pixel Kitchen
  • Risk ​Sound
  • Electric Dreams​

By Mumbrella.