Boots and Dreams.

The Problem

Qantas is the Major Sponsor of the AFL’s Indigenous Programs. However they are dramatically out-spent by other AFL sponsors. Our brief was to create a simple AFL Record press ad to highlight the sponsorship. Our vision went far beyond our client’s original brief. We believed that we could add far greater depth and meaning to the sponsorship than just promote Qantas’ “Official Airline” association with this fantastic program, by creating a season-long dialogue with fans through a travelling exhibition, and raising much needed funds for Indigenous charities at the same time.

The Solution

We discovered a surprising fact. Indigenous Australians make up just 2.5% of the population but an amazing 11% of AFL professionals. Our idea was to leverage the love affair Indigenous Australians have with the Australian game. We asked the AFL’s leading Indigenous players to donate their playing boots, which were then painted by prominent Indigenous artists. With these players’ boots we created the Qantas “Boots & Dreams Exhibition”. Launched in the National Gallery of Victoria, the exhibition was unveiled to the public at Federation Square in Melbourne and an online gallery was created. The exhibition toured key locations across the country, including Australia’s premier sporting venues and Qantas Terminals. It featured in Melbourne’s Federation Square in the lead in to the AFL Grand Final to capitalise on the sport’s biggest week.