Footy. Made by Fans.
Client: Youi
Agency: Youi – CD / Writer
With a new brand campaign, we also needed a new platform for Youi’s sponsorship of the NRL, Brisbane Lions and BBL. A lot of sponsorship campaigns focus on the players, but we think fans are what really make footy. So, we created ‘Footy. Made by Fans’ – which puts fans at the heart of everything we did.
We brought the idea to life in TV, social, digital, outdoor, radio (made by fans), content films and a one-of-a-kind activation. We gave a Brisbane Lions superfan, a guy named Scott, sponsorship of the club for a whole round. Instead of Youi, his name was on the jersey, all around the stadium, and in all media channels. He was the happiest and most well-known fan in Australia.
Scott – Lions Major Sponsor
Banner Poets
Giant Head Wobblers
OOH
Thank you
Client: Youi
Agency: Youi – CD / Writer / Director
With a new brand direction yet to be finished and unveiled, we had to create a suite of five TV ads to play during both the NRL and AFL finals. Our new brand platform was ‘insurance that’s a bit more you-shaped’. So, we gathered still photographs from NRL referees and a Lions superfan to tell a series of you-shaped stories about their contribution to the game.
Matt
Ben
Scott
BBL
Client: Youi
Agency: Youi – CD / Writer
Youi also sponsors the BBL. So, for our first campaign we got Australian cricket legend, Damien Fleming, to play an alternate version of himself. There’s also a cameo from fellow commentator, Brad Hodge.
Flemo’s House
Car Park
Stories of Change
Client: Youi
Agency: Youi – CD / Writer / Director
Youi had sponsored the NRL and Brisbane Lions for a number of years, but except for a logo on the NRL referees’ shirts and Lions jerseys, they hadn’t done much with the partnerships.
The brand’s platform at the time was ‘when change happens, think Youi’ – so we created the Stories of Change series. Each film explored an event or moment that changed the life of an NRL or Lions player, coach, or referee. People loved the stories, and they were picked up by Fox Sports, News Ltd., Ch9 and a host of other media platforms and networks. They also won best content at the NRL awards.