AFL
Premiership
Cup AR

During Finals season, Melbourne belongs to footy. The AFL wanted that energy on the street itself: a moment fans could stumble across in the city and carry home on their phones.

The answer had to work for everyone, instantly. No app to download, no queue to join, just a phone and a bit of Finals magic.

Fans found a beautiful hand-painted mural on Swanston Street, and with the power of augmented reality, summoned the legendary AFL Premiership Cup right out of it.

The trophy appears in the laneway in front of them, ready for the photo every fan wants: a selfie with the Cup, weeks before anyone lifts the real one.

The experience runs entirely in the browser at aflcupselfie.com.au, so summoning the Cup takes seconds on any modern phone. No downloads, no friction, no reason not to try it.

Anchoring the AR to a hand-painted mural gave the campaign a physical home worth visiting, blending street art with digital magic and turning a city block into a destination.

Visitors open the link, point their phone and watch the Premiership Cup materialise in front of the mural, dressed in the Finals campaign colours.

A built-in camera mode frames the moment, and every photo taken is another fan carrying the Finals, and the AFL, into their feeds.

The activation turned a Melbourne street corner into a pilgrimage spot for footy fans, with the Cup summoned again and again throughout the Finals.

It shows what lightweight web AR does best: a big brand moment with zero barrier to entry, shared by the fans themselves. The effect is still live at aflcupselfie.com.au if you want to summon the Cup yourself.