The Great Christmas Gift Wrapping Swindle

The 'Great Christmas Gift Wrapping Swindle' used an original and effective idea to fast-track the kind of rivalry that normally takes years to generate between sporting teams.

The Great Christmas Gift Wrapping Swindle

Agency Lowe SydneyAdvertiser Football Federation of AustraliaAuthor Tony O'HalloranTotal Campaign Expenditure $10 - 20 million


In many ways, the A-League is the new the boy on the football block.

It replaced the National Soccer League in 2005, wiping the slate clean after years of negative history. No longer would football be seen as a minority, ethnic sport, typified by violent fan behaviour. The A-League was designed to elevate football in Australia to the position enjoyed by the sport in the rest of the world –...

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