Disney World in Orlando, Florida. 1990s. Hard to think that's where the "embryo" of the Anzac Day clash between Essendon and Collingwood was born.
Then-Essendon coach and AFL icon Kevin Sheedy was urged by Bombers president Ron Evans to think outside the box like Edward de Bono, the originator of the term "lateral thinking".
Evans sent Sheedy to an innovation course to the States in a bid to find ways the Bombers could fill out the MCG after leaving Windy Hill at the end of 1991.
Enter the Essendon-Collingwood Anzac Day blockbuster.
"The embryo thought came when I was on a trip to Disney World, Florida on an innovation course. I came back with ideas when Essendon moved to the MCG. So, if you take 21,000 average crowd at Windy Hill to the MCG, you'll go broke. So, the late and very great Ron Evans said, 'well, go find some ideas'. He let me loose and away I went," Sheedy told Zero Hanger.
Sheedy had played in an Anzac Day blockbuster during his Richmond days, when 92,436 fans flocked to the MCG to watch the Tigers and Pies in 1977. But it wasn't part of the yearly fixture.
The three-time premiership player saw an opportunity, which stuck with him for nearly two decades.
"It was my first thought, but I was only in my 20s," Sheedy said.
"I thought, gee whiz, what an amazing crowd of 93,000 that turned up for two suburbs who were split by one road, which was Victoria Street. That's quite incredible. The power of Tom Hafey coming back to coach against his old club, the Tigers.
"I put the idea to our club (Essendon), the RSL, and we selected Collingwood. Collingwood was a good opportunity because they had been to the most grand finals and not won every one. But they kept turning up, showed the spirit and courage of the Australian Defence Force. And Essendon, who are obviously the Bombers.
"It's something that could build on the soul and the spirit of Australian Defence Forces."
Sheedy revealed that not many people knew about the concept, but it was one they couldn't deny.
"I'll be honest, only 10 people would have known and they all agreed to let's have a go and try it," he explained.
"The first port of call was to see the president of the RSL, Bruce Ruxton, and he was quite happy with the idea but we just had to work out how we worked around the Anzac Day march and the finish of it, and getting members of our Defence Force back to their RSLs to watch the game, which is why it's around 3.15pm.
"Not many people knew about it. David Shaw (Essendon) and Allan McAllister (Collingwood) were the two presidents at the time. Roger Hampson was the CEO at the time. Graeme "Gubby" Allan and myself put it to the clubs together, and then took it to the AFL. I would've thought Andrew Dillon would have been around during those periods of times. Ron Evans, the late Ron Evans. Bill Kelty. Andrew Demetriou. The two club CEOs, two presidents.
"So there was about 10, maybe a dozen people that said 'let's go with it. Let's roll with it'. In the end, it was like Vegemite, everybody kept smiling."
Sheedy's affinity with the army stemmed from his service between 1969 and 1971, shortly after winning his first premiership with the Tigers.
He undertook two years National Service with the Australian Army's 21 Construction Squadron, rising to the rank of corporal before discharge.
Sheedy is an ambassador for the Bravery Trust, supporting veterans and their families, helping raise funds. He helped raise $100,000.
"We do that because we care about our defence forces," he explained.
"They go under the radar, we never know where they are. But the main thing is, when they come out, they're not necessarily going at 100 per cent in their life and they need that support."
Since 1995, a minimum of 73,118 supporters have walked through the turnstiles of the MCG, barring any contests affected by the ground's redevelopment for the 2006 Commonwealth Games.
The Essendon-Collingwood match has raked in four of the top five home-and-away attendances in football history, with the Melbourne-Pies 1958 clash (99,256) the leading record.
But what draws fans to these kinds of games is the deeper connection behind them—something Sheedy considers paramount.
"I think our people in Australia connect with that because if we feel there's a real reason, we'll support that. Because the people own the game. The people are in a position, we have to have an underlying feeling that we love to help and love to care about people in really difficult situations," he said.
"To me, it's a cross-section, like the Dreamtime at the G game. I was never educated about Aboriginal people in my life. The Dreamtime game starts a flow of connection that was never there, and maybe still not because our island is bigger than Europe, and that makes it very difficult, but at least we've made a start on that.
"This is not a game at the MCG. This is a game throughout the whole country, which I think is fantastic. It's a great credit to the AFL Commission, who had to tick off."
Saturday's game will be the 31st edition of the Bombers-Pies game.
Sheedy insists the day is more than just the four points, and notes what is "the most precious moment in football history".
"I think when the bugle plays and 100,000 people do not make one noise, and listen to the Ode, I think that's one of the most precious moments in football history, every year."
Sheedy's mind, as it has done for more than six decades, continues to think outside the box.
The 78-year-old wants to take the Anzac Day game beyond the Australian shores, honouring the contribution made by New Zealand and New Guinea.
He has also been forthcoming in introducing an Anzac Day Lotto, aimed at putting money back into the pockets of those who protect our country, while he also insists that teams who lose the Grand Final should be awarded with medals, even if its off the ground.
But one thing is for sure, the great Kevin Sheedy will not only be remembered for his football exploits, but his impact on our nation.
