Rugby Australia Launches #PartOfMore National Campaign Via Digilante

Rugby Australia Launches #PartOfMore National Campaign Via Digilante
SHARE
THIS



Rugby Australia has launched its 2018 brand campaign to help the sport to become more relevant, inclusive and accessible to all Australians.

The campaign was completed in partnership with Sydney creative agency Digilante and Looper Films, and will roll out across TV, digital and social, unveiling the new ‘faces of rugby’ through a series of nine short-form documentaries.

The videos were shot on location around Australia, from Narromine to Launceston to the Northern Territory, shining a light on people in the rugby community.

The more well-known faces to share their stories include Wallabies captain Michael Hooper, Wallabies head coach Michael Cheika and Australian Women’s Sevens player Charlotte Caslick, who each open up about their journey to the top.

Digilante executive creative director and co-founder Eric O’Brien said: “Rugby provides a platform that allows people of all ages and all walks of life to come together and share common experiences.

“From the grassroots club in the outback all the way to a World Cup or the Olympics, rugby encompasses the spirit of inclusiveness, diversity, fun, respect, and support.

“Whatever level you play, at its core rugby is about community and the opportunity to meet others, share experiences and be a part of something that’s more than a game.

“It was our aim to not only create content that delivers these key messages, but to also create rich, warm, cinematic, and highly emotive stories that capture the human aspect of rugby and connects with the audience in a real and believable way.

“Our approach to creating this content was organic in nature and more aligned with documentary filmmaking than highly scripted, big-budget TVCs.

“This is why we chose to partner with Looper Films. We set out to capture real people in real locations sharing real stories about rugby, and I am delighted with the stories our teams have come together to produce.”

Rugby Australia’s head of digital and marketing, Adam Freier, said: “This campaign forms part of our overarching vision to inspire all Australians to enjoy our great global game.

“We want people to know that rugby doesn’t discriminate – it’s for girls, boys, men and women of all shapes, sizes or colour who want to be part of more than just a game.

“Following this campaign, Rugby Australia will prioritise building participation numbers across the country with a strong focus on school and club-based programs.

“Rugby is available to every school in Australia and any adult can start or join a team no matter where they’re based, but it’s up to us to get the word out there.”

Latest News

Nine Reveals Its 2019 Line-Up, Including The Return Of SeaChange, ABBA & Lego!
  • Media

Nine Reveals Its 2019 Line-Up, Including The Return Of SeaChange, ABBA & Lego!

Nine has unveiled its 2019 line-up of shows at its gala upfronts in Sydney on Wednesday night. A mix of old and a few new, probably the biggest surprise was news that the network had snared Aussie drama SeaChange – starring Sigrid Thornton and John Howard – that was last seen on the ABC in […]

Pause Fest Hits Play On Massive 2019 Line-up & Awards
  • Media

Pause Fest Hits Play On Massive 2019 Line-up & Awards

One of the industry’s biggest events is returning in 2019 with a huge speaker line-up, incredible activations and some seriously enviable networking opportunities. That’s right, Pause Fest is back, and it’s time to hit play on your ticket buying, because this is an event you cannot afford to miss. Pause Fest is boasting talent from […]

Partner Content

by pause fest

The Works Promotes Paul Swann & Tom Harber To Managing Partners
  • Advertising

The Works Promotes Paul Swann & Tom Harber To Managing Partners

The Works has promoted Paul Swann (left in photo) and Tom Harber (right) to the newly created roles of managing partners as the agency continues to build its integrated offering with RXP Group. Swann has been a creative partner at The Works for more than six years, during which time he developed work for accounts including […]

Nine Launches 9Voyager To Attract Small To Medium Advertisers
  • Media

Nine Launches 9Voyager To Attract Small To Medium Advertisers

Nine today unveiled the next stage of plans to simplify and further automate the buying of television through its unique proprietary technology 9Galaxy and launched 9Voyager, aimed at opening the TV market to more small and medium enterprise (SME) owners. 9Voyager, released at the media company’s 9Upfront event in Sydney, will allow Nine to better […]

Nine Sets Sights On Lucrative Premium Partnership Space
  • Marketing
  • Media

Nine Sets Sights On Lucrative Premium Partnership Space

Nine has showcased its premium partnership space through the strategic client solutions division, 9Powered, at its 2019 Upfront event on Wednesday evening. In unveiling its 2019 program slate, Nine highlighted how, through its schedule it delivers marketers cross-platform opportunity to align with powerful “water cooler” content and reach mass audiences at scale, delivering real, measurable […]

The Aussie Open & NRL Headline Nine’s 2019 Year Of Sport
  • Media

The Aussie Open & NRL Headline Nine’s 2019 Year Of Sport

Nine has used its upfronts to reveal its plans for Wide World of Sports for 2019. Nine’s Director of Sport, Tom Malone, used the Nine Upfront event to talk about the acquisition of tennis and the strategic rationale and power of Nine’s cross-platform suite of properties – tennis, rugby league, cricket, netball, basketball and golf. “It has been […]

Nine Reveals Its News & Current Affairs Plans For 2019
  • Media

Nine Reveals Its News & Current Affairs Plans For 2019

Nine has used Wednesday night’s Upfronts to reveal to media and advertisers its news and current affairs plans for 2019. From 5.00am, we present Nine News Early Edition with the latest in overnight breaking news from around the world. At 5.30am Today, hosted by Karl Stefanovic and Georgie Gardner. In 2019, Australia’s longest running breakfast […]

Bold Adshel Campaign Pays Off For SA Tourism Commission
  • Media

Bold Adshel Campaign Pays Off For SA Tourism Commission

South Australian Tourism Commission (SATC) has achieved outstanding results from a daring, unbranded ‘teaser’ campaign across the Adshel network. The campaign highlighted seven little-known parts of South Australia, repositioning them as hidden, luxury tourist destinations. The ‘Tell Us Where’ campaign rolled out across digital small format out-of-home Adshel sites in Sydney, Melbourne, Brisbane and Adelaide, […]

How Nike Missed The Mark On Digital
  • Marketing
  • Opinion

How Nike Missed The Mark On Digital

Nike may be the brand held up by pretty much every marketer, but as digital marketing consultant, Tam Al-Saad (pictured below), says in this guest post, when it comes to digital, the sports behemoths still needs to just “do it”… By now you should have seen or heard of the Nike “Dream Crazy” campaign. It’s the one […]

Opinion

by B&T Magazine

B&T Magazine