Sydney-based agency R/GA has won the creative account for The National Rugby League (NRL).
Archibald/Williams has held the account since 2015, leading its 2016/17 season launches.
The move comes as another blow to Archibald/Williams, which lost the News Corp creative account last year to The Works.
The agency revealed its first work for the league today with the launch of the pre-season brand campaign ‘This is How We League’.
R/GA says it takes inspiration from the culture of the game and what it means to fans.
Executive creative director Bob Mackintosh says: “The idea had to be one fans could run with, supported by tools letting them make it their own.”
A 90-second ad follows the journey of player James Tedesco as he’s driven through the game’s heartland to his new club, the Sydney Roosters.
It has also commissioned a mural in Sydney’s Redfern, the home of the Rabbitohs to celebrate the return of star player Greg Inglis.
It plans a number of other murals across Sydney to celebrate local teams.
Peter Jarmain, NRL GM of marketing and brand, says: “This Is How We League is about confidently saying we’re proud of who we are, and what we stand for. It’s all about celebrating a truly diverse fan community and the unique relationship they have with their team, and the game.”
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