The Carlton Draft

Community footy clubs are the lifeblood of many Australian communities, but in recent years the game at the local level has been fighting for survival. COVID-19 made things worse, footy stopped, revenue dropped and the game lost connection to its people.

We wanted to bring some joy back to community footy, so we teamed up with Carlton Draught to create the inaugural Carlton Draft; giving 8 lucky community footy clubs the chance to draft the greatest recruit their club has ever seen. We recruited 8 top tier AFL talent and teamed them up with clubs throughout Victoria to play a one-off football match to raise awareness, attendance and funds for community footy.

600 clubs entered the Draft, 348 media hits, 32M cumulative reach, $6.5m in earned media revenue and a 26% increase in brand power score.

Wildcard led concept development, creative strategy and campaign delivery of TVC, Fox Footy TV Show, social content, and event activation.