QBE Insurance and the Sydney Swans have launched an Out-of-Home (OOH) brand campaign to commemorate their 38-year partnership.

The campaign, crafted by The Core Agency, coincides with the Swans' first premiership challenge since 2012 and aims to rally Sydneysiders behind the team.

The hero visual in the OOH ads features star player Isaac Heeney celebrating on the field at the Sydney Cricket Ground, with QBE's branding displayed in the background.

The campaign also wraps Sydney's trams in QBE’s signature cyan, while inside the carriages, there are posters with a creative twist on the typical tram line map, where each stop represents a pivotal game in the Swans’ journey to the finals this year. Sydneysiders are invited to celebrate at the QBE Swans Hub, where they'll have the chance to win a range of prizes.

General manager of marketing for QBE Australia Pacific, David Hirsch, said: “This campaign is about more than just celebrating a successful season; it’s about honouring the resilience and passion that the Swans and their fans have shown over the years. We’re proud to have been part of this journey and look forward to what’s next.”

The campaign aims to celebrate the power of community and resilience, values shared by both QBE and the Swans. Both have supported local Sydney initiatives and grassroots sport, such as through the QBE Sydney Swans Academy.