AFL: Harden Up - Hair

GPY&R Melbourne has launched a new retail campaign for the AFL’s pre-season competition, The NAB Cup. Being the first AFL most people will have seen since September, the campaign revolves around the idea that summer has made you soft. And in order to harden up, you need to get into AFL as quickly as possible. Proof of this summer softness and the remedy has been delivered via TV, print, radio and digital.