Archibald / Williams Launches Second Phase Of NRL’s ‘History Happens’ Campaign

Archibald / Williams Launches Second Phase Of NRL’s ‘History Happens’ Campaign

Archibald / Williams will next week launch its major campaign for the NRL with the 2017 Telstra Premiership Season launch. Off the back of the agency’s successful ‘History Happens’ campaign last year, their new integrated campaign will launch on Thursday 23 February.

The thinking behind this year’s campaign again taps into the insight that in recent years the NRL has been anyone’s game. In the 13 years prior to 2009, 5 clubs dominated the NRL. However, in the years since, every club has made the finals at least once. In particular the last few years have delivered genuine fairy-tale results for teams including the South Sydney Rabbitohs in 2014, the North Queensland Cowboys in 2015 and most recently the Cronulla Sharks – winning their first Premiership after 50 years of heartache in the 2016 Grand Final, proving that history truly does happen.

Archibald /Williams’ also created a 30-second teaser film that aired yesterday and borrows from the famous quote by legendary former Cronulla Coach Jack Gibson, claiming that “waiting for Cronulla to win the Grand Final is like leaving a porch light on for Harold Holt”. Recreating what actually happened in the week leading up to last year’s Grand Final, the spot depicts the suburbs of the Sutherland Shire turning their porch lights on, culminating in Paul Gallen himself smiling as he finally turns his porch light off. The spot ends with a simple question; Who will make history this year?

Following the teaser, the agency will launch their 60-second spot next week when tickets go on sale for all first round premiership matches.

Building on the 2016 campaign thought that ‘History Happens’, this year’s Premiership campaign explores what it is that contributes to history in the making – the hard work and determination of the players and, crucially, the support and passion of their fans. In particular the agency has explored the power of players and fans coming together to make history happen. This thought is summed up by the new tagline, ‘Let’s make history’.

Peter Jarmain, general manager, marketing and brand said: “Last year’s thrilling finish, proved that not only can history happen but in a competition that’s so close on the field, when fans rally behind their team en masse, this can make the difference.

Our campaign this year acknowledges the important role fans play in driving their team, and acts as a rallying cry for fans to show their support on game-day. ‘Let’s make history’ is about fans and players coming together, with the opportunity to help take the club all the way to the Grand Final. Importantly through this campaign we also want to showcase some of our emerging young stars, and also bring to life the role social media plays in galvanising fans, and players.”

Matt Gilmour, executive creative director of A/W added: “I’d love to say that our ‘History Happens’ campaign from last season was the sole reason The Sharks won the Premiership, but I think they would come after me. What our campaign did do was prove that fans need to be at the games, because historic moments can happen at any time. So for 2017, being able to build on that same strategy and creative platform is very rewarding for us as an agency. ‘Let’s make history’ highlights the active role that fans play in getting their teams over the line game after game, so fans shouldn’t just go and watch history happening, we think they should go and make history happen.”

CREDITS

Agency Team

Bram Williams              – Partner

Matt Gilmour               – Executive Creative Director

Mary Perebzak             – Head of Strategy

Jonny Browne             – Creative Director

Nate Martin                 – Art Director

Mark Rosenberg          – Copywriter

Jasmina Krnjetin            – Group Account Director

Lauren McMahon        – Account Manager

Amanda Cain               – Senior Producer

 

Client Team:

General Manager, Marketing & Brand               – Peter Jarmain

Senior Marketing Manager                               – Matt Baker
– Club, Premiership & Membership

Marketing Manager                                          – Nicole Chesher

– Operations and Partnerships

Marketing Executive                                        – Rita Khouri

Marketing Manager                                          – Samantha Feyzeny

– Brand & NRL Events

 

Agency Partners

Production Co                        – Photoplay

Director                      – Scott Otto Anderson

Executive Producer     – Oliver Lawrance

Producer                     – Emma Thompson

Editor                          – Simon Njoo

Post Production          – Cutting Edge

Sound Design              – Nylon Studios

 




Please login with linkedin to comment

james corden talkback

Latest News

Slew Of New Promotions & Hires As Thrive Announces Melbourne Leadership Team
  • Marketing

Slew Of New Promotions & Hires As Thrive Announces Melbourne Leadership Team

Thrive PR Melbourne has kicked off the year with new appointments, promotions and a new leadership team, marking the delivery of a transformation strategy that’s seen the agency diversify and strengthen its corporate, consumer and integrated digital service offering in Victoria. Lead image:  (L-R) – Sophie Maguire, Melanie Campbell, Nathan McGregor, Zoe Raknes, Erika Rutledge, […]

Leos Appoints Clare Pickens As CEO
  • Advertising

Leos Appoints Clare Pickens As CEO

Reports of Pickens demanding new corner office with wingback chair greatly exaggerated, says Publicis PR team.

Russel Howcroft & Freddie Young Headline AdMission Podcast
  • Advertising

Russel Howcroft & Freddie Young Headline AdMission Podcast

Iconic Australian ad guru Russel Howcroft and industry up-and-comer Freddie Young from Good One Creative have today launched their experimental, no spin advertising podcast, AdMission, in partnership with 9Podcasts. AdMission tells the uncensored stories behind the world’s most talked about brands, ideas, campaigns, advertising news and industry screw ups, as well as offering sharp insight […]

CPR First Aid Study: Weight Loss & Healthy Eating Among Most Googled Personal Goals
  • Marketing

CPR First Aid Study: Weight Loss & Healthy Eating Among Most Googled Personal Goals

According to a new study from CPR First Aid has revealed that Aussies’ most Googled personal goal in the summer is losing weight, new research has found. Their next most researched summer objective is healthy eating, followed by drinking more water. This time of the year, Aussies want to stop snoring and quit smoking more […]

Twilio: Customer Data Platforms Are “Critical Foundation” For AI-Driven Customer Insights
  • Technology

Twilio: Customer Data Platforms Are “Critical Foundation” For AI-Driven Customer Insights

Businesses are integrating customer data platforms with AI and analytics to personalise customer experiences and drive business success, according to a new report from Twilio Segment. Lead image: Kathryn Murphy, SVP of product and design, Twilio. The fifth annual Customer Data Platform Report, which reflects the findings of anonymised usage data from Twilio Segment’s more […]

Word of Mouth Digital Welcomes Six New Brands To Its Growing Portfolio
  • Marketing

Word of Mouth Digital Welcomes Six New Brands To Its Growing Portfolio

Word of Mouth Digital, a Sydney-based full-service digital marketing agency, has announced the addition of six diverse brands to its expanding client portfolio. Lead image: Alex and Tash Williams These new partnerships span various sectors, including pet care, cognitive health, home construction, wellness, and retail, showcasing the agency’s commitment to fostering growth through strategic collaboration […]