NRL launches first campaign with Archibald/Williams

25 February 2016

Creative Agency: Archibald Williams

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The new ad marks the first time fan footage, taken on mobile phones, has been used in an advert for the NRL.

After scoring a pitch win with NRL last year, Archibald/Williams has now debuted it's first creative work for the sports code.

To kick off the 2016 Telstra Premiership NRL season, the agency has created a fully integrated national campaign covering TV, print, digital, radio, social media and outdoor.

The spot plays a stream of iconic moments from previous seasons, showcasing the raw emotion supporters feel at a game. It encourages fans to get to a game so they can “be there when history happens”.

Each commercial ends with the footage of Cowboy's victory over the Broncos in last year’s Grand Final. It’s the first time fan footage, taken on mobile phones, has been used in an advert for the NRL.

Head of commercial Andrew Abdo says: “A major focus of our marketing strategy for this season is to give our fans a greater sense of belonging at games.”

Archibald/Williams executive creative director Matt Gilmour says: “We wanted to remind fans of their unpredictable regularity, but mostly how it feels when you’re there, screaming your head off, hugging people you don’t even know.”

The NRL released a teaser on its Facebook last week that has already racked up over 300,000 views.

Archibald/Williams picked up the NRL account in December last year following a competitive pitch.

Watch the video here.

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