NRL State of Origin kicks off 'Nothing Hits You Like Origin' campaign via Archibald/Williams

Screen Shot 2017-04-18 at 7.42.48 am.jpgNRL State of Origin has launched its new hard-hitting campaign via Archibald/Williams.

This year's State of Origin campaign moves away from the game's renowned big hits and physicality, focusing instead on the emotional experience of being there.

Capturing the feeling of Origin from both players and fans perspectives, the 60" film moves from the tense emotion of the locker room, with players readying themselves for their appearance on the greatest stage rugby league has to offer, to the stands above where fans cheer in anticipation of witnessing the nation's greatest rivalry unfold.

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The tagline captures that - whether you're on the team in the sheds, or participating from the stands - nothing hits you quite like Origin.

The series itself has been the subject of some controversy in recent years, with no-fighting rule changes making the game - known for being physical and raw - feel sanitised for some. The campaign seeks to remind people that the series is just as fierce and competitive as ever.

Says Matt Gilmour, executive creative director, Archibald/Williams: "The intensity of every Origin game is something you can feel when you're in the stands. The crunch of the first hit up is what it's all about. But we wanted to take a step back from that and show that the nerves and pressure in the build up is the reason the game is so intense."

Says Peter Jarmain, general manager of marketing and brand, NRL: "Holden State of Origin remains Australia's biggest and fiercest sporting rivalry. The intensity, both on and off the field, creates a live atmosphere unlike any other sport.

"This campaign provides a window into the last 30 mins pre-kick off, bringing to life the nervous anticipation felt by players and fans alike. With match attendance the key performance measure for this campaign, importantly it's about showing fans the value of being there."

The 'Nothing Hits You Like Origin' campaign follows the launch of the 2017 Premiership season in February of this year, the second major campaign Archibald/Williams has created for the NRL since their appointment as Agency of Record at the end of last year.

The multi-channel campaign runs from today, encouraging attendance at the three-game series starting on 31st May at Suncorp Stadium in Brisbane.

Agency - Archibald/Williams
Matt Gilmour - Executive Creative Director
Chris Wilson - Art Director
Tom Selby - Copywriter
Mary Perebzak - Head of Strategy
Jasmina Krnjetin - Group Account Director
Lauren McMahon - Account Manager
Amanda Cain - Senior Producer

Production Company - Filmgraphics
Director - Jason Smith
Executive Producer - Anna Fawcett
Producer - Ben Swaffer
DOP - James Brown
Editor - Richard Learoyd
Post Production - Fin Design
Sound Design - Nylon Studios

General Manager, Marketing & Brand - Peter Jarmain
Marketing Manager - Operations and Partnerships - Nicole Chesher
Marketing Executive -  Rita Khouri
Marketing Manager - Brand & NRL Events - Samantha Feyzeny

3 Comments

80s without the dissolves said:

This looks like a basic storyboard come to life.
Frame 1, 2, 3, 4, 5 etc etc. nothing hit me on this one. Just a case of yawning.

Hate league said:

Sets up the game and the series superbly .Just a pity it's not the AFL Grand Final.

ES said:

I think it's the nicest looking piece of work the NRL have done in a long time!
Well done Matt and all involved.

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