TOYOTA LEGENDARY MOMENT
Bringing an iconic AFL moment to life beyond the field
Toyota wanted to celebrate one of AFL’s most memorable moments in a way that felt authentic to fans and true to the game. The challenge was to take Heath Shaw’s legendary smother in the 2010 AFL Grand Final and turn it into a meaningful brand activation that extended beyond a single piece of content. This required aligning the right talent, developing a merchandise concept, and producing content that would resonate with AFL supporters while fitting naturally within Toyota’s presence in Australian sport.
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A multi-layered activation built around talent, merch, and content
We managed the talent partnership with Heath Shaw, working closely with Toyota to bring the moment to life through a full campaign. This included the development and launch of custom merchandise, alongside content created to amplify the story across digital channels. The result was a campaign that felt familiar, fan-first, and grounded in AFL culture. By combining talent alignment, merchandise, and content, the activation extended the life of the moment and strengthened Toyota’s connection with the AFL audience.
