This is a line I wrote that's gone beyond the initial campaign it was for. Even after all these years, it's humbling seeing my words on a purple banner behind the goals each week, and seeing the fans adopt it into something much more meaningful than an ad.

The campaign platform itself was created because game-day attendance was low when the on-field performance was poor. Basically, this meant we needed to sell footy tickets without focusing on the footy.

So, we focused on everything around the game. Having an excuse to hang out with your crew is already what was filling seats, people just needed to be reminded.