Boots & Dreams

Background

The AFL (Australian Football League) has a special program, giving Indigenous kids the chance to fulfill their dreams of playing in Australia’s national game. As the main sponsor, Qantas wanted to create awareness of the programme.

The agency saw this as an opportunity to do more than the press ad they were briefed to produce but the chance to create a season-long dialogue with fans through a travelling exhibition, which would help raise further funds for Indigenous charities.

The objectives:

• Drive at least 50,000 fans to the exhibition
• Generate a minimum 1500 visits to the online gallery
• Raise funds for Indigenous charities (target $32,000)