Account Director

in Sport

July 2, 2024


Gemba wraps up community campaign for Toyota’s AFL Sponsorship

Gemba Group has proudly delivered another impactful campaign in collaboration with Toyota, celebrating their sponsorship of the AFL.

Delivering the “Feeling It” campaign for a second consecutive year, Gemba Group crafted a campaign that resonates deeply with AFL fans. This campaign was live through rounds 12-16 of the 2024 Toyota AFL Premiership Season.

At the heart of the campaign is Toyota’s enduring tagline, “Oh What a Feeling,” which captures the essence of Toyota’s emotional connections with the sport and its fans. The campaign extends to include Toyota’s partnerships with AFLW, Toyota AFL Wheelchair Championships, Toyota AFL Inclusions carnival, and the Good for Footy Raffle. The campaign celebrates the emotions we all feel in footy, at every level, and at every step of the journey.

A hero 30-second film, prominently displayed on stadium screens during MCG and Marvel premiership games, encapsulates Toyota’s broad support of football communities. Additionally, tailored 15-second cutdowns are featured on AFL digital platforms and supported by print throughout the campaign.

This campaign supported a range of events and activations during the Toyota Good for Footy Round in round 16. Gemba led the first ‘Toyota’s Live Conversations’ event, hosted at Marvel Stadium on June 25th. The event featured prominent figures such as AFL CEO Andrew Dilon, Premiership Coach Craig McCrae and Toyota Ambassadors Marcus Bontempelli and Monique Conti. Host John van Cuylenburg of the Imperfects Podcast moderated this all-star panel which highlighted the impact of Toyota’s community contributions over the last decade.


No Toyota Good for Footy Round is complete without an Adelaide Crows stadium takeover, which has been supported by Toyota since 1991. Gemba also led match-day activations that celebrated volunteers and the AFL Wheelchair Community. Gemba curated an exciting night of change-room experiences, guard of honour and a bespoke banner to celebrate volunteers from around the State.

Gemba has proudly been working with Toyota for over 20 years, celebrating each step of the game we all love the most. Toyota has been there for every goal, from first touches to premiership flags. But it’s what comes next that excites us the most.