A new Australian campaign from Google in partnership with Dementia Australia leveraged its partnership with the AFL and AFLW by showing how Google devices can help reconnect families through the power and effect of memories in a touching Aussie Rules themed spot.
The campaign, developed in consultation with Dementia Australia and in harness with creative agency 72andSunny Sydney, revolves around the idea that for loved ones living with dementia, cherished memories can be a powerful tool to help. It tells a story about a granddaughter reconnecting with her grandmother through their shared love of AFLW – with help from Google.
Shot by Finch Director Kyra Bartley, the film shows how Aussie Rules is often more than just a game, but rather an intrinsic part of the Australian way of life – linking the generations across the country.
Premiering during the opening game of AFL men’s season, the ‘Google x AFL – Helping You Help Them’ commercial was released on 16 March across national television and the brand’s digital and social platforms and it is set to a track from 18-year-old Australian musician Amy Jordan singing the Ben E King classic ‘Stand By Me.’
The spot, which came in 60- and 30-second versions will run on television, in-stadium and across online channels throughout the AFL and AFLW season.
The hero commercial, which invites viewers with any concerns or questions to call the National Dementia Helpline 1800 100 500 or visit dementia.org.au, is supported by a set of activations across the year including the ‘Footy Skills Lab’ as part of Google’s partnership with the AFL.
— googledownunder (@googledownunder) March 16, 2022
Broken skills in Broken Hill?
This U9s coach knows how to fix them.
— AFL (@AFL) August 25, 2021
All you need is your phone and a footy ✅
— AFL (@AFL) September 8, 2021
“Community and connection are more important to Australians than ever. With this year’s spot we wanted to share how our products like Search and Maps can help people in their daily lives, including when times are difficult. We’re grateful for our longstanding partnership with the AFL and 72andSunny which allows us to tell emotive stories like this, and the much loved ‘Father Daughter’ spot from last year.” said Google Australia Head of Marketing (Consumer Apps & Platforms) Zoe Hayes.
“Google’s products are seamlessly integrated into our lives. And they can empower people with the tools to create positive change.” said 72&Sunny’s ECD Luke Martin. “It’s a privilege to partner with Google and the AFL again to produce a spot that not only celebrates the game, but shows how Google genuinely helps us help others. In early viewings, people had no idea that memories could be used in this way, and if the film helps just a few people find new ways to reconnect with their loved ones, it’ll be wonderful.”
PHD Media Group Business Director Noel Gate added: “We have had a successful and long-running partnership with the AFL & AFLW. It’s been incredible to see this build over the years with exciting integration and a creative approach that touches on experiences with dementia that many of us face. I’m proud of the courage and collaboration shown by Google and the cross agency village. We’re sure this year will be bigger and better than ever across both AFL & AFLW competitions.”
“Dementia is one of the biggest health and social challenges facing Australia and the world. It is estimated that there are up to 487,500 Australians living with dementia in 2022 and around 1.6 million people involved in their care,” explained Dementia Australia CEO Maree McCabe. “Films like this are so important in raising awareness and increasing understanding about dementia and the impact of dementia in our communities.”
The campaign was created for client Google Australia by a team at creative agency 72andSunny Sydney with production handled by Finch and Director Kyra Bartley, plus media by PHD. Sound design was run through Otis Studios with Vocalist Amy Jordan, Composer Craig Wilson and music supervision and rights handled by Charmed I’m Sure and music publisher Sony Music Publishing.
The 2022 film follows a similar approach to Google’s 2021 emotional spot which last year told a story about an immigrant father and daughter discovering the sport and outlined how Google helped them become a part of the game and community.