| BY Ricki Green |Sports lifestyle and nostalgia apparel company Mitchell & Ness has teamed up with creative agency 2045 to launch ‘Emotional Baggage‘, a campaign that uses AI to turn 128 years of AFL triumph and tragedy into literal baggage. The Emotional Baggage Index ingests every premiership, drought, wooden spoon and grand final loss since 1897 and translates the data into 18 handcrafted bags that reflect the emotional load carried by each club’s fans. St Kilda emerged as the most burdened, Brisbane the lightest, instantly igniting debate across talkback and social. “Using AI to turn more than a century of blood, sweat and tears into a range of literal luggage has driven the most brand engagement since Mitchell & Ness launched in Australia,” says Aaron Kilner, Head of Brand & Marketing at Mitchell & Ness. “And yes, Saints fans – your Emotional Bagge will require a crane to transport.” Talkback and socials have already turned the ladder into sport within the sport, with fans arguing whether Sydney deserved their suit bag, or if Collingwood’s boxing bag was fair.