Footy Moments, Big and Small

Campaign for RFC X Latitude Brand and Content Team

As Latitude’s Creative Director on the Richmond Football Club from 2021–2025, my job was to turn a logo on the back of a jersey into work fans noticed, and the business felt too.

The challenge

Latitude is one of Australia’s biggest non-bank lenders. But even with retail giants like Apple, Samsung, JB Hi-Fi and IKEA as partners, people still weren’t clear on what Latitude actually offered. We needed to build a brand platform that not only made sense, but actually resonated with millennial, sport-loving customers.

Strategy

Under the ‘For life and footy moments, big and small’ platform, I helped create First Gamers, an activation that launched Latitude’s partnership with Richmond by giving real fans the experience of an AFL draftee, including being presented with their own guernsey by Jack Riewoldt and Toby Nankervis.

We then extended the platform with Backed by Latitude, casting Toby Nankervis and Jayden Short as delivery drivers to show that Latitude’s financial solutions support all of life’s moments, including something as simple (and important) as watching Friday night footy. The goal was to humanise the partnership, taking Latitude out of the pinstriped world of finance and into real fan moments that mattered.

Impact

Across everything, from big-brand ideas and OOH to MCG signage and promos, Latitude achieved 93% prompted awareness among fans, and over 50% brand understanding across the Richmond and wider AFL audiences.

Importantly, that clarity also translated into volume-driving performance results.