Kmart's official footy partnership needed to feel like a fan moment, not a merch drop. The catch: Kmart runs on natural joy, and joy looks odd on an athlete mid-play.

Year one hit billboards nationwide, each carrying the teams that matter to the people driving past. Punt Road got Richmond, Adelaide Oval got both South Australian sides, and Collingwood turned up almost everywhere, as Pies fans do. It all piggybacked on the e-com shoot, so every local version came without the cost of a separate one.

Year two came back bigger, adding the NRL and the All Blacks, plus a hero video. A ball carries the edit, whip pans chasing it from kick to catch to a run at camera. The joy lives in the beat after the play: soft smiles and half laughs from people who just pulled off something good.