Carlton Draught and TLA Worldwide have today launched the first ever campaign of its kind that sees legends of the AFL recruited to play for local grassroots football clubs across Victoria.
The Carlton Draft, ideated and executed by TLA Worldwide, aims to help local clubs get back on their feet after the toughest period in recent memory, bringing together Victorian communities and encouraging them to come to support local footy as eight AFL heroes join their teams.
The concept – developed by TLA’s Creative and Strategy team – will see Draft Commissioner and three-time premiership Lion Jonathan Brown headline the playing pool, with some of the AFL’s finest answering the call to arms. This already includes three-time premiership Hawk Jarryd Roughead, four-time Goal of the Year winner Eddie Betts, recently retired Demon and 300-gamer Nathan Jones, and 2010 Collingwood premiership player Dale Thomas.
The Carlton Draft continues Carlton Draught’s long tradition of supporting grassroots footy clubs, with the ex-AFL stars putting their boots back on for a local club for one match in their regular 2022 home-and-away season.
On behalf of Carlton & United Breweries (CUB), TLA has project-led the campaign across ideation, creative, talent and community engagement, content and digital production as well as PR and communications.
On today’s release, CUB Director of Classic and Premium Domestic Brands Hayden Turner said: “Carlton Draught has long been the beer of the AFL – we have played in everything from content, broadcast, activation and promotion.
“This year we wanted to deliver a truly integrated campaign that brings together all the above, in a way that gives value back to the local community.
“TLA has helped us build something special. The Carlton Draft is a community first campaign, that allows us to maintain our brand voice.
“We couldn’t be prouder of The Carlton Draft and eagerly anticipate its impact on the clubs involved and the wider grassroots footy community in 2022.”
TLA General Manager – Client Management & Partnerships Paul Malina said: “The Carlton Draft has been a massive team effort between TLA and our partner’s CUB, the AFL and Fox Footy.
“TLA’s entire business has come together to dream up this concept and make it a reality, and we are appreciative of CUB continuing to give us the license to be brave and green-light ground-breaking campaigns for over 10 years now.
“Connecting brands, fans and supporting community sport are part of TLA’s DNA and we hope people will enjoy seeing what The Carlton Draft brings to their local footy club games and their screens while helping community footy get back on its feet after a rough few years.”
Entries for local footy clubs across Victoria are now open. To nominate a club for The Carlton Draft, head to www.thecarltondraft.com.au. Entries close March 27 with eight lucky clubs to be announced in early April.
The Carlton Draft will be broadcast live on Fox Footy on April 27, with matchdays to commence from April 30.
Winning clubs will get a unique matchday experience when the community unites to watch an AFL legend play alongside the local legends.
GM Creative and Strategy: Sam Fleming
Creative Director: Tom Meredith
Senior Strategist & Project Manager: Jake Syslo
Director: Guy Martin
Director: Jack Ryan
Production Lead: Zain Khan
Production Lead: Will Marshall
Group Account Director: Ben Edmonds
Project Manager: James Pennycuick
Project Manager: Hayley Giarrusso
PR and Communications Lead: Patrick Lucarelli
Art Director: Tyson Zeinstra