Cannes Contenders: R/GA Sydney

How will Australia perform at Cannes this year? In the lead up to the Festival, Campaign Brief will be showcasing the work we hope will impress the judges...

TIHWL_04.jpgNRL: This Is How We League
R/GA Sydney
The NRL was in trouble. Despite a golden age of exciting contests between elite NRL teams, the narrative of the game was being controlled by media sensationalism. To bring the faithful back into the fold, the NRL needed an idea that shifted focus back to all that's great about the game. An integrated campaign spearheaded by the line 'this is how we league', elevated stories that mattered most to fans - from bitter rivalries to the game's egalitarian spirit. By using the word league as a verb instead of a noun, the NRL, press, players and most importantly fans, had a new way to talk about the game. No longer did league stand for scandal, it stood for unity, inclusivity and pride. Fans agreed, and round one attendance was up 41% on 2017, making it the biggest season launch since 2011.
NRL_PR_Deadly_Mural.jpgNRL: Deadly
R/GA Sydney
To engage with NRL fans at a grassroots level in the lead up to the 2018 season, the NRL commissioned a series of murals that tackled timely and iconic stories in the game. The first celebrated the return of Rabbitohs player Greg Inglis from injury. Emblazoned with the line 'DEADLY', the portrait is located near 'the block' in Redfern, Sydney - an area renowned for its heritage-protected murals depicting Aboriginal culture and pride. Working with Artist Sid Tapia, and in consultation with Indigenous leaders, the mural became part of the fabric of local community. Launched during the Festival of Indigenous Rugby League, at neighbouring Redfern Oval, it became the site of celebration, reminiscence, even a wedding. Most importantly, it gave local fans something to be proud of in the lead up to the season.

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