The AFL gives Aussies a chance to own an authentic piece of the 2013 AFL Premiership Cup in a new campaign via GPY&R Melbourne
GPY&R Melbourne and AFL have launched a world’s first- the chance to own an ingot forged from the 2013 AFL Premiership Cup, the most elusive prize in Australian sport.
Since 1897, 116 Premiership Cups have been awarded. It’s sacred metal, lusted after by every player in the league. What isn’t commonly known is that when every Premiership Cup is forged, approximately 42.2 grams of this precious metal are left behind.
![Tom-and-ingot-and-cup[2].jpg](https://asset-cdn.campaignbrief.com/wp-content/uploads/2013/09/04101434/Tomandingotandcup5B25D.jpg)
GPY&R Melbourne has taken this metal and turned it into a one-of-a-kind piece of history to be sold to the highest bidder. Based on today’s market commodity price, if the ingot sells for AUD$2,113.10 it will have officially become the world’s most precious metal, worth even more than gold or platinum.
![frame_03[2].jpg](https://asset-cdn.campaignbrief.com/wp-content/uploads/2013/09/04101434/frame035B25D.jpg)
The promotion is part of this year’s AFL Finals ‘Witness Greatness’ campaign and aims to continue to hype up the 2013 Toyota AFL Finals series. Additionally, all proceeds from the sale of this historic item will go to Ladder, the AFL’s official charity for tackling youth homelessness.
So if you want to own a part of the 2013 AFL Premiership Cup, bidding is now open here.
(NOTE: The final scores will be screen printed on, after the Grand Final on Saturday September 28, 2013)
Client: AFL
Marketing Manager: Stephen Gray
Agency: GPY&R Melbourne
Executive Creative Director: Ben “Come back Gazza” Coulson
Senior Writer: Alex “Go Cats” Wadelton
Senior Art Director: Paul “Wharfie Time” Meates
Agency Executive Producer: Romanca “Ice Cold” Jasinski
Client Services Director: Julian “Sticks” Bell
Senior Account Director: Kirsten “Brown and Gold” Darbyshire
Senior Account Manager: Rachel “Jimmy Jimmy Jimmy” Semmens-Bartel
Digital Production Manager: Nicole “Red and Blue” Atkinson
Digital Producer: Jessica “Soaring Eagles” Krt
Head of Digital: Matt “Real Teeth” Farrugia
Interactive Designer: Caleb “Bomber” de Gabriel
Interactive Developer: Dilshan “Dead-Eyed Dick” Desilva
Technical Director: Attila “Mighty Hawks” Csobonyei
Social Media Manager: Prue “Plugger Forever” Chilcott
Director/Editor: Adam “The Past Players’ Association Encouragement Award 1998” White
Assistant TV Producer: Emma “I’m The” King
Sound: Paul “The Dog” Le Couteur, Flagstaff Studios
Jeweller: Michael “6 Million Dollar Man” Cook
10 Comments
Fucking genius.
A sweet idea, just so long as it’s a Hawthorn trophy…
If that piece is made of what’s left behind after making the cup…why do they claim you can own a part of the cup?
Fair dinkum Pete… Really?
Really nice idea and a cracking poster to boot. AFL fans will go nuts over this.
Pedantic Pete, you shouldn’t be in advertising : )
This is genius. Well done.
Bloody brilliant! Love it!
This is up there with the ‘Game Signatures’ campaign!
A very clever idea!!
You’re a smart bunch at GPY&R.
Beautifully hand crafted ingot in a custom frame, the metallic silver print work on the black felt is exceptional.
A real historical work of art.