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. A
rchibald /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'.
Says Peter Jarmain, general manager, marketing and brand, NRL: "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."
Says Matt Gilmour, executive creative director, A/W: "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."
Agency - Archibald / Williams
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 - NRL:
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, Brand & NRL Events - Samantha Feyzeny
Production Company -
Photoplay Director - Scott Otto Anderson
Executive Producer - Oliver Lawrance
Producer - Emma Thompson
Editor - Simon Njoo
Post Production - Cutting Edge
Sound Design - Nylon Studios
Initially published on www.campaignbrief.com.au on 17 February 2017