Firstly, we used social media to uncover the five ‘footy loving’ families who wanted to donate their time and passion for footy, to convert an overseas sports fan.

Then we created a five-part web series, showing the trials and tribulations of transforming the overseas sports fans. Each family had a specific skill set, from cheerleaders to umpires to country football fanatics. The Fansplants gained an insight into the multitude of reasons why Aussies love their AFL.

Finally (with the help of the general public), we chose the most ‘Footifed Fansplantee’ on the game biggest day, the AFL Grand Final.

The campaign reached 3.86 million people with 251,561 minutes watched on Youtube. And at the end of the season the majority of Australians believed that NAB, not Toyota,was the major sponsor of the 2014 AFL season.