Google Campaign With Dementia Australia Shows How a Love of Aussie Rules Helps Reconnect a Family

Working in consultation with Dementia Australia, a new film from 72andSunny tells the story of a granddaughter reconnecting with her grandmother through their shared love of AFLW with a little help from Google.

“Dementia is one of the biggest health and social challenges facing Australia and the world,” said Maree McCabe AM, CEO, Dementia Australia. .

“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. Films like this are so important in raising awareness and increasing understanding about dementia and the impact of dementia in our communities.”

 
 

Shot by Finch’s Kyra Bartley, the film shows how Aussie Rules is more than just a game, it’s an intrinsic part of the Australian way of life, permeating different generations of families across the country.

The film is also a showcase for up-and-coming local talent, eighteen-year-old singer Amy Jordan, singing Ben E King’s classic ‘Stand By Me.’

 
 

“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,” said 72&Sunny’s ECD Luke Martin..

“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.”

The film follows last year’s story about an immigrant father and daughter discovering the sport, and Google helping them become a part of the game and community – a film that drove love and emotion from footy fans across the country.

“Community and connection are more important to Australians than ever,” added Zoe Hayes, Head of Marketing, Consumer Apps and Platforms, Google Australia.

“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.”

Noel Gate, Group Business Director of PHD Media said “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.”

The 60” and 30” films will be seen throughout the AFLW finals, AFL season and AFL Grand Final, both on TV and in-stadium.

Credits

Client: Google Australia

Creative: 72andSunny Sydney

Director: Kyra Bartley 

Production: Finch 

Sound Design: Otis Studios

Vocalist: Amy Jordan

Composer/arranger: Craig Wilson

Music Supervision & Rights Licensing: Charmed I’m Sure

Music Publisher: Sony Music Publishing

Media: PHD

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