ANZ and TBWA\NZ capture the pride of Auckland for AFC Season Two

ANZ Bank and TBWA\New Zealand have launched Auckland Forever to celebrate the city’s diversity as Auckland FC kicks off its second A-League season.

The campaign features 24 Aucklanders from 12 suburbs, all repping the new season’s Auckland FC jersey in places that hold personal and local significance. Each portrait is paired with the headline that celebrates suburbs around Auckland – from Grey Lynn to Manurewa.

TBWA collaborated with Aucklander photographer Tim D, whose work explores the evolving identity of Aotearoa’s people and places.

Capture what football and Auckland are all about

Shane Bradnick, chief creative officer at TBWA\New Zealand, says: “We wanted to create a campaign that captures what football and Auckland are all about: community, connection and pride. Working with Tim allowed us to see the city through a uniquely authentic lens. The result is a powerful, human portrait of the city we love, united behind its own team for the first time.”

Tim D says: “It’s cool to shine a light on your city and some of the things that you love about it. To me, Auckland is beautiful, but it’s really the people who make it. We got to celebrate some of the people and places that make up Auckland – and that’s what makes this campaign so special to me.”

Celebrate that shared identity

Matt Pickering, ANZ general manager of marketing, says: “Auckland FC has quickly become a powerful symbol for the city – something that transcends postcodes and backgrounds.

“We wanted to celebrate that connection. Auckland Forever is about more than football – it’s about giving Aucklanders a shared identity, a shared pride and a sense of belonging.”

Auckland Forever is live on mass OOH placements across the city, with the full campaign running throughout the A-League season.

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