Archibald\Williams ups emotional ante for NRL State of Origin

18 April 2017

Creative Agency: Archibald Williams

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Nothing hits you quite like Origin, according to Archibald/Williams.

The NRL State of Origin is upping the emotional ante this season, moving away from the physicality of the game and instead showcasing the experience of attending.

Capturing the feeling of Origin from both players and fans perspectives, the 60-second spot moves from the emotion of the locker room to the stands above where fans cheer in anticipation of witnessing the rivalry unfold.

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

With controversy surrounding more rules being introduced that some say sanitise the game, the campaign seeks to remind people that the series is just as fierce and competitive as ever.

NRL GM of marketing and brand Peter Jarmain says the campaign aims to communicate the value of being there.

“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," he says.

"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 new work follows the launch of the 2017 Premiership season in February, marking the second major campaign from Archibald/Williams since it become the NRL's agency of record last year.

Archibald/Williams ECD Matt Gilmour says the work is some of the best yet from the agency.

“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," he says.

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