R/GA Sydney Nails It In Epic Grass Roots Campaign For NRL Season Launch
New from R/GA Sydney, the 2019 NRL Premiership campaign has just launched.
The film opens with North Queensland Cowboy Jason Taumalolo preparing to shoulder the weight of his community’s expectations for the coming season before moving through the club heartlands of the 16 men’s teams, and for the first time, the 4 women’s teams.
‘A New Era Begins’ puts the next generation of league talent in the spotlight, highlighting the changing of the guard that characterises this season, following the retirement of several legends at the conclusion of last year.
R/GA Sydney’s ECD, Craig Brooks, said the work was designed to be inclusive, simultaneously engaging both avid and fringe supporters.
Brooks said: “The NRL fanbase is divided into wildly-disparate heartlands, and our challenge was to bring their stories together, and to life.
“We created something packed full of community mythology, club subplots, and player insights…if you know what you’re looking for…but it equally stands alone as an authentic snapshot of our culture”.
The film is the result of a collaboration with Palme d’Or-winning Australian Director, Glendyn Ivin, who is known for his powerful and influential storytelling across film, television and commercials.
He said: “I love the energy of this campaign. Like the game itself there’s a powerful mix of poetry and raw athleticism.
“Working closely with the players and their stories has lent a documentary-like feeling of intimacy. It reflects the new players stepping up and the people they play for”.
R/GA is also behind an extended online content series for the NRL, designed to allow fans to delve deeper into the narrative of the film.
“Stories of the New Era” is a collection of short films featuring behind the scenes footage and insight from players, while an editorial series on NRL.com further explores its coded imagery.
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