Qantas Boots and Dreams

Client: Qantas



To highlight Qantas’ sponsorship of the AFL, we started a season-long dialogue with fans and raised much needed funds for Indigenous charities.


We discovered a surprising fact – while Indigenous Australians make up 2.5% of the population, they represent an amazing 11% of AFL professionals. To celebrate the love affair between Indigenous Australians and the AFL, we created the Qantas Boots and Dreams campaign.

Current Indigenous AFL players from all 18 AFL teams kindly donated their boots to be used as a canvas for unique artwork pieces. Prominent Indigenous artists then painted these boots to create beautiful representation of the flair and creativity that have been brought to footy using the club colours as inspiration. The boots then toured around the country, visiting premier sporting venues and Qantas terminals.

The boots were finally auctioned off at the end of the season, the funds from which were donated back to the Indigenous communities that have given so much to the game of Aussie Rules.



Total exhibition views throughout Australia.


Dollars raised for Indigenous Programs


Winning goal kicked by Lance ‘Buddy’ Franklin for the Hawks wearing his Qantas boots