Theplayers, coaches, board and staff of Essendon Football Club have pledged to do‘Whatever It Takes,’ to be successful in season 2013.

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It isnow up to the red and black faithful to answer the call and do ‘Whatever ItTakes’ to support the team and become a member in 2013.

DuringGrand Final week, the club began a guerrilla marketing campaign that revealedthe ‘Whatever It Takes’ slogan across Melbourne.

Thecampaign included slapping ‘Whatever It Takes’ posters on prominent billboardsaround the city and gate-crashing the Grand Final Parade.

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Developedin conjunction with the football department, the slogan ‘Whatever It Takes’aligns with the philosophy senior coach James Hird has instilled in the playinggroup.

“Mymessage to the players has always been about continual improvement,” said Hird.

“Ifyou want to get better, faster, stronger than the best in the competition, youhave to do go to the next level, you have to do whatever it takes.”

“Ourmembers give us an edge on the competition. The more members that sign up, thestronger we grow as a team and as a club.”

“There’sno better feeling for our players than running out in front of a stadium packedfull of red and black. It spurs us on, intimidates the opposition and we wantto replicate that week after week.”

“I’mcalling on all Essendon supporters to do ‘Whatever It Takes’ and sign up as amember in 2013.”

The‘Whatever It Takes’ membership campaign includes a TV commercial featuringcaptain and Brownlow Medallist Jobe Watson, Brent Stanton, Michel Hurley, DavidZaharakis, Paddy Ryder and Stewart Crameri.

Jobesaid the playing group felt the message ‘Whatever It Takes’ is much more thanjust a clever marketing slogan.

“The campaign ‘Whatever ItTakes’ is very relevant to what life as a footballer is like in trying to besuccessful,” said Watson.

“We saw the way our 2012 season ended, and how disappointing that was, so theplaying group certainly feel that it is a fitting slogan for the hard work wehave ahead of us.”

Theclub also filmed a series of behind-the-scenes videos including the filming ofthe television commercial, the guerrilla advertising campaign and the ‘voice’behind the television commercial, actor and passionate Essendon supporter LachyHulme.

SeniorCoach James Hird is asking his players to do ‘Whatever It Takes.’

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