PROBLEM
In 2018, Australia’s National Rugby League was a game in crisis. After the Grand Final, an unprecedented eight triple-centurions hung up their boots and the off-season was immediately dominated by highly-publicised player controversy.
The NRL needed to prove to fans that there was still something to be proud of in their game, and at their club.
SOLUTION
We created a game-changing platform that ushered in the New Era of rugby league.
Pre-Season
When Australian sports fans tuned in to see who would win Super Bowl LIII, we crowned our own World Champions – and turned 3 billboards into 35 million media impressions.
Season Launch
When the NRL endured an “off-season from hell”, we helped the league draw a line in the sand and take a stronger stance on off-field player behaviour.
State of Mind
When footy men didn’t want to talk about their emotions, we applied rugby league logic to mental health – challenging them to step up for their mates instead of staying on the sidelines.
State of Origin Series
When the nation was divided by 39 years of inter-state hate, we united all Australians in rivalry.
NRL & NRLW Grand Finals
When the regular season concluded, we added an S to the NRL “Grand Final” – injecting league with an unmissable shot of equal opportunity.