Hypnosis and West Coast Eagles Launch “All The Way West” to Mark 40 Years
- The Marketer
- 1 hour ago
- 3 min read
The West Coast Eagles have launched a new campaign with Hypnosis celebrating the undivided dedication of the people who have carried the club since the beginning
Those who are more than just committed, more than just all in — those who are All The Way West. It’s not a place. It’s a level of passion that lives in us.
From its earliest days, the Eagles have represented more than football. The club became a symbol of Western Australian pride and belief, giving the state its own presence on the national stage.
Forty years on, that connection between club and community remains the driving force behind everything the Eagles do.
In developing the campaign, Hypnosis spent time speaking with people across the club and its community, from staff and players to supporters dedicated beyond reason.
What emerged was a powerful sense of belonging, that the Eagles are more than just a club, its players or its fans.
Words like commitment and passion didn’t quite capture how deeply people felt about the club.
From that insight comes a new way to describe those who bleed blue and gold — All The Way West.
Rather than looking back nostalgically, the campaign focuses on the living culture of the club today.
The fans who drive four hours each way to every home game.
The ones watching and screaming from towns across the state, the nation and around the world.
Creative across the campaign captures these moments of connection and pride, celebrating the bond between the team and the people who stand behind it.
The campaign launches across television, YouTube, social media, out-of-home, print and radio ensuring the story reaches fans wherever they follow the club.
Guy Patrick, Executive Creative Director at Hypnosis, said the work was designed to elevate the passion surrounding the club.
“The term ‘Eagles tragic’ is thrown about as a negative, which is wildly unfair. Spending time with Eagles supporters you realise they’re not tragic at all. They’re people who are the heart and soul of the club. That spirit is what ‘All The Way West’ is all about.”
Amber Martin, Managing Director at Hypnosis, said the campaign reflects the fan-first mindset that has always defined the club.
“The Eagles exist because of the belief of their supporters. From the city to regional WA, generations of fans have built something bigger than football. This campaign celebrates that shared belief and reminds people what it means to stand behind a club that represents the entire state. And it was so much fun to work on. ”
“We were looking for partners who understood that our mission isn’t just about filling seats, it’s about celebrating the people who make this club what it is, strengthening our connection with our members, fans, partners and community and inspiring the next generation of supporters”
said Sara Pagano, Executive General Manager – Brand, Marketing & Digital Growth at the West Coast Eagles.
“As a club with a proud 40‑year history and an already incredibly strong brand, All The Way West gives us a way to honour what it truly means to be part of the West Coast Eagles. Hypnosis and Carat clearly demonstrated they understood our brand’s vision and objectives and we are incredibly excited to be on this journey with them."
As the West Coast Eagles enter their fifth decade, “All The Way West” celebrates the past while looking forward, reinforcing the bond between club and supporters that continues to define the Eagles story.
Hypnosis thanks their partners — Clockwork Films, Carat and the West Coast Eagles.
CREDITS
West Coast Eagles:
Executive General Manager – Brand, Marketing & Digital Growth: Sara Pagano
Videographer & Editor: Marnie Allen
Head of Brand & Marketing: Rebecca O'Halloran
Marketing and Brand Optimisation Manager: Sophie Moss
Marketing Campaign Manager: Amanda Ash
Creative Lead: Jessica Bowles
Brand and Marketing Executive: Holly Reed
Hypnosis:
Executive Creative Director: Guy Patrick
Managing Director: Amber Martin
Planning Director: Essie Zar
Art Director: Tina Milosic
Copywriter: Henry Maklovic
Copywriter: Nathan Bilton
Artworker: Danielle Jonker
Retoucher: Chirs Hall
Clockwork Films:
Director/Dop: Mikey Hamer
Exec Producer: Katie Trew
Producer: Jake Coombes
Gaffer: Michael Titter
1st Ac: Matt Maurice
Art Department: Laurie Perry
Wardrobe Stylist: Sonali Fernnando
HMU: Ali Knapton
HMU Assistant: Kelsey Regal
Sound Recordist: Aref Rashidan
Colourist: Alex Gibbs
Sound Mix & Design: Nick Gallagher
Carat Media:
Client Partner: Michelle Testa
Client Partner: Charles Dangibeaud
Strategy Director: Tiaan van Jaarsveldt
Group Investment Director: Sam Giuffre
Digital Director: Ashkan Nikandish
Digital Executive: Issac Thomas
Client Director: Geoff Langton
Client Executive: Ashlee Rattray
Client Associate: Ethan Gosatti
