CB Exclusive: GPY&R, Melbourne launches AFL ‘Game Signatures’, a collection of autographs created from player GPS tracking data

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Screen shot 2011-09-16 at 9.54.12 AM.jpgScreen shot 2011-09-16 at 9.54.19 AM.jpgAs part of the “This is Greatness” campaign for the 2011 Toyota AFL Finals Series, GPY&R Melbourne is launching ‘Game Signatures’, a collection of unique autographs created from player GPS tracking data.

 

During the 4 week AFL Finals Series, players will wear GPS trackers during the game, creating ‘signatures’ as they play. The most heroic performances will then be translated into one off prints. They will be displayed throughout the finals, culminating in the ultimate ‘Game Signature’ of the Grand Final’s Norm Smith Medalist. All signatures will be auctioned to benefit Ladder, the AFL charity supporting youth homelessness, where fans will be given the chance to bid for their hero’s Game Signature.

Week Two of the 2011 Toyota AFL Finals Series continues tonight (Friday 16th September) with Hawthorn taking on the Sydney Swans in the first Semi Final at the MCG.

Agency: GPY&R, Melbourne

ECD: Ben Coulson

Creatives: Evan Roberts, Chris Northam, Ben Coulson

Production: Gene Kingi

Account Mgmt: Mike Napolitano, Sally Kingi, Amber Addams Williams

Client: AFL & Ladder

GM Strategy & Marketing: Andrew Catterall

Marketing & Strategy: Steve Gray

GM Ladder: Mark Bolton