To reach a new younger audience, the AFL invited a generation already obsessed with ‘lore’, fandom and culture, to deep dive into the oldest sporting code in Australia. The ‘Get in on it’ platform developed for the 2025 AFL season features a plethora of AFL traditions, artifacts, rituals and moments. From pigeon interference to scarf mainies, legendary speccys and Irish invitations, every frame of the film and touchpoint of the campaign celebrates what makes the AFL so great. The campaign’s message is simple - Aussie rules is a national game with a national backstory – and it’s time for everyone to get in on it.