Cereal brand Special K has released on Thursday a new campaign with the AFL Women’s League. It celebrates the rise of female athletes through inspiring stories of AFLW athletes about life, work and playing professional sports.
Ad agency Wunderman Thompson and female director Suzanne Kim created 15” and 60” spots capturing the lives of four professional AFL women’s players including Moana Hope, Darcy Vescio, Chloe Malloy and Monique Conti.
“Special K is a proud founding sponsor of the AFL Women’s League and we wanted to do more to tell the stories of these dedicated athletes and fantastic role models that is relatable to all people,” Tamara Howe, marketing & corporate affairs director at Kellogg ANZ, said.
“To follow their dreams of playing AFL, these women have to work tremendously hard; from when they begin playing as kids to the challenges faced playing professionally. It’s been a privilege working with the Kellogg’s team and the AFL to help tell the stories of these women,” Simon Langley, national chief creative officer at Wunderman Thompson, said.
Vescio is an athlete at the Carlton Football Club and also works as a freelance graphic designer.
Hope plays for Collingwood and North Melbourne while also being the care full-time of her sister Vinny, working in media commitments and running her own business.
Conti is a dual-sport representative, for ALFW’s Western Bulldogs and the
Women’s National Basketball League’s Melbourne Boomers. She is also studying Bachelor of Business.
Malloy is an AFLW Rising Star Award winner and plays for Collingwood Football Club. She is also studying a Bachelor of Sports Media and doing four internships.
The ‘Rise with Us’ campaign builds on Special K’s #poweringyou platform. It will be released during the AFLW league on February 7, 2020 and runs across TV and digital.