June 23, 2015
Under the Friday night lights, The Lab braved Melbourne winter weather to watch Richmond and West Coast do battle at the home of football – the MCG. Given that our office is a mix of armchair experts and expats, it was a varied viewing experience: while some were figuring out the rules, others were reminding the umpires of the rules! It was a tight, fierce, entertaining contest, until West Coast broke away in the fourth quarter to win comfortably by 20 points.
The tickets were kindly provided by AFL House, who we had the pleasure of working with in 2014 as part of its brand redevelopment. The research involved an online board, focus groups along the Eastern seaboard, and a historian interview. The historical perspective, in particular, provided a novel lens to understand the powerful narratives that have stood the test of time, providing unexpected insights and proof points. It was an exciting challenge to help create a powerful brand position for Australia’s biggest sporting code.