Don’t do two press ads.Instead we created a season-long promotion.First, we asked the AFL's leading Indigenous players to donate their actual playing boots.The boots were then painted by prominent Indigenous artists. Each pair used team colours in a unique, but traditional Indigenous style.With the finished boots we created the 'Qantas Boots & Dreams Exhibition', an exhibition combining sport, art and culture.The exhibition appeared in landmark locations, Qantas terminals and an online gallery at afl.com.au/qantasboots.A promotional tour of the country showcased the boots and showed people what they could bid for.

Instead of a couple of press ads, our promo was a season-long conversation with fans.Over 450,000 people viewed the exhibition.Over 2,000 site visits were achieved with no paid media (33% increase on objective), with an average time on site of five and a half minutes.The exhibition appeared in Sports TV shows, live TV crosses and AFL game broadcasts, delivering $705,000 earned media value.The bidding at the auctions at the end of season was fast and furious. Eventually over $25,000 was raised - with at least one pair of boots raising an amazing $5,800.