Rugby Australia launches new ‘Part Of More’ national brand campaign for 2018 via Digilante
Rugby Australia has today officially launched its “Part Of More” 2018 brand campaign via Sydney creative agency Digilante, pointing to a new era for the code with a goal of helping Rugby to become more relevant, inclusive and accessible to all Australians.
The campaign was completed in partnership with Looper Films, and will roll out across television, digital and social, unveiling the new ‘faces of Rugby’ through a series of 9 powerful short form documentaries, and an overarching brand story which taps into the lives of people who come from different backgrounds but share a strong connection with the game.
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, exploring their stories of what rugby means to them and how it has played a major role in helping them achieve positive personal outcomes and a sense of belonging. 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.
Says Eric O’Brien, executive creative director and co-founder of Digilante: “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 TVC’s. 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.”
Says Adam Freier, head of digital and marketing, Rugby Australia: “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.”
Creative Agency: Digilante
Executive Creative Director: Eric O’Brien
Senior Account Director: Kelly Eastcott
Art Director / Senior Designer: Stephanie Juan
Production Company: Looper Films
Director: Daniel Jameison
DOP: Campbell Brown
Story Producer: Isabel Perez
2nd Unit Director: Mel Pragassen
2nd Unit DOP: Toby Heslop, Nino Tamburri
Post Production: Looper Films
Editor: Ben Zemanek
Sound Design: Michael Newton
Grade: White Chocolate
6 Comments
These little docos are well put together. The scripts and flow of conversation feel real.
Great stories, beautifully shot and a fantastic edit. looks like the client didn’t get their grubby hands on them too much. This is what can be done when agencies and clients get out of the way and let filmmakers make films.
The AFL work spanks it.
Amazing footage & the stories are inspiring. So truthful
Very believable and the production highlights the sincerity and emotion of those speaking.
agree with @Meh, this is a less inspiring version of the recent AFL work, only with a more diluted suite of ‘content’ that no-one (outside of the tiny, rugby loving community) will see.
As a rugby lover I’m sad to see the sport dwindle and sadder to see ads like this. Just cut up some KB high-school highlights next time.