Salty Dogs

The Western Bulldogs started 2016 as underdogs… a team of young and inexperienced players ranked 12th in the AFL. In a fairy tale turn of events the Bulldogs captured the public’s imagination by playing with relentless spirit game after game and ultimately winning the Grand Final… the first time they’d even reached a playoff since 1961. In a post-match television interview on Fox Footy’s, “On the Couch”, coach Luke Beveridge answered the question of whether they’d gone into the finals with any particular inspiration, and the media jumped on the story it came from a “children’s picture book”.

Agency: CHE Proximity, Melbourne

Role: Executive Creative Director/Copywriter/Art Director