303 MullenLowe has unveiled a campaign for The Australian Rugby Foundation, which shows how rugby has changed the lives of many people.
From helping kids to focus on staying in school, to encouraging professional athletes to conquer their fears, the campaign demonstrates the positive role that Rugby Union has in the Australian community.
The Australian Rugby Foundation is a not-for-profit organisation and the official foundation supporting Rugby in Australia from the grassroots to the gold jersey.
To raise awareness and drive donations, the Australian Rugby Foundation asked 303 MullenLowe to develop a TVC that highlights the courage, commitment, teamwork and support that rugby exemplifies as a game. Helping players both inside and outside the sport – rugby can change the course of lives for the better.
“Rugby is a game that has a uniquely wide range of participants: male and female, young and old, from all walks of life. We wanted to show how rugby has had a positive effect on changing the lives of all kinds of people outside of the game itself,” says Nick Cleaver, CEO of 303 MullenLowe.
The TVC ends with the words, ‘Support the game that changes lives’, encouraging donations here. The campaign is airing nationally.
Client: Australian Rugby Foundation
Chair, Australian Rugby Foundation: John Wilson
Executive Director, Australian Rugby Foundation: Dave Stewart
Head of Community Engagement, Australian Rugby Union: Adam Thomas
Agency: 303 MullenLowe Sydney
ECD: Richard Morgan
CD: Phil Watson
Art Director: David Johns
Business Director: James Lammert
Agency Producer: Sean Ascroft & Louise Reimnitz
Director: Matt Eastwood
Editor: David Johns (303 MullenLowe)