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.”
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