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NAB faced a sponsorship differentiation challenge in the crowded AFL landscape. Despite being a long-time sponsor, they were perceived as just another corporate logo on the field. NAB needed to remind football fans they genuinely supported the game at every level, from junior footy to the big time.
We created a completely integrated campaign tapping into the universal childhood experience of emulating sporting heroes in the backyard. By transforming Auskick kids into uncanny mini versions of AFL and AFLW stars—complete with signature moves, distinctive physical traits, and playing styles—we created a charming visual metaphor that perfectly captured NAB's commitment to nurturing grassroots talent while celebrating the heroes who inspire them.
We selected eighteen Auskickers with striking resemblances to well-known AFL players and transformed them into mini versions of stars like a rough and rugged Joel Selwood, a bearded Max Gawn, and a super slick Gary Ablett Jnr. The campaign evolved in 2017 with a "Mini Legends Draft," where children auditioned by submitting videos of themselves dressed as their favourite AFL players, creating deeper fan engagement and transforming traditional advertising into cultural participation.
