To mark the inaugural season of the Sydney Swans AFLW team, The Core Agency has launched a new video content campaign highlighting QBE’s long-term partnership with Swans Academy Girls Youth Program and ongoing commitment to developing the next generation of AFL women’s talent.

The Sydney Swans AFLW team competes alongside 17 other clubs in the AFLW ladder for the first time in 2022.

QBE has been part of the Swans’ journey to launch an AFLW team since the Girls Youth Program was first introduced in 2018. Showcasing continued advocacy for women’s sport and specifically their launch into the AFLW, the campaign further builds on QBE’s Before & After brand platform.  

To the accompaniment of the iconic Swan Lake theme, the 30-second film features girls and women that QBE have helped reach new heights in the sport. From the junior Swans Academy Under 12 and Under 16 girls to the inaugural professional AFLW team, players from these three groups launch into the air in slow motion, catching marks and flying into the future of the game. 

David Hirsch, Head of Marketing at QBE Australia Pacific said: “Over the last few years QBE has played a key role in elevating women’s footy through our partnership with the Sydney Swans and now we’re…”

The campaign, which was created by The Core Agency, will run across stadium, streaming services, digital and social media.

Credits

Client: QBE Insurance
Head of Marketing: David Hirsch
Sponsorship Manager: Warwick Symcox

Creative agency: The Core Agency
Founder & Creative Partner: Christian Finucane
Founder & Creative Partner: Jon Skinner
Copywriter: Sarah Mould
Art Director: Nick Williams
Managing Partner: Rebecca Turner
Strategy Director: Andrew McCowan
Account Manager: Kimberly Tebar

Production: Milkmoney
Director: Mick Soiza
Producer: Ebony Morrison
Editor: Alex Cassisi

Sound: Rumble Studios
Composer: Adam Moses
Sound Design: Daniel William
Partner / Executive Producer: Michael Gie

Partnership: Octagon
Media: Customedia