BecBrideson.com: I’d like to See That – AFLW Launch
Best Ad Campaign Winner
Aiming to make a mark entering a sporting market with over 150 years of experience, the AFLW aimed to create a piece of content to show the remarkable, skilled and empowered athletes who were about to make a mans game their own. Gifted a shoestring budget to deliver this brief, BecBrideson.com didn’t reinvent the wheel with their conceptual creation, but important context by involving female heavyweights of Australian sporting and culture like Michelle Payne, Cathy Freeman, Turia Pitt and Lee Lin Chin.
Initially launched on social media channels and modelled on a men’s AFL ad campaign from the mid 90’s, the campaign went viral with over two million views across social media and being picked up by traditional media as well. Creators of the campaign BecBrideson.com achieved their goal to rally a generation of young girls to believe in their own place in Australian sport as well as marketing the new competition that received huge ratings in its inaugural season.