Ahead of the kick off of the 2021 Telstra Premiership season, the NRL has launched a game-focused ‘Defy Impossible’ campaign celebrating the amazing action that the league is set to deliver.
The campaign, the first creative from new agency Galore, focuses on the product and on the incredible moments of skill and excitement which keep fans gripped each weekend.
The integrated work is spearheaded by a set of four TV ads (each focused on an eye-catching moment of brilliance) which are supported by out-of-home, print, radio executions, plus a range of digital and social content all of which bring to life impossible moments from all 16 NRL teams.
NRL 2021 The Flight.mp4 from Galore on Vimeo.
NRL 2021 The Chase.mp4 from Galore on Vimeo.
NRL 2021 The Leap.mp4 from Galore on Vimeo.
NRL 2021 The Cannon.mp4 from Galore on Vimeo.
According to NRL CEO Andrew Abdo, the idea emerged from the belief that the competition defied impossible when it returned to the field last year on 28 May despite the COVID-19 pandemic and completed 180 games safely.
“This year we are celebrating our players, the best athletes in the world, who defy impossible every week and the tribalism of our fans and what those moments of brilliance mean to them,” Abdo said. “Rugby league’s most entertaining moments have lived where the impossible becomes possible. This campaign focuses on the speed, intensity and agility of our players and what those magical moments mean to our fans. A big forward like Josh Papalii reaching a top speed of 31.6km/h to run down Jamal Fogarty or Jake Averillo scoring a try with 94% of his body beyond the sideline.”
“We have released four 30-second campaign ads, which will air nationally, showcasing some of the many moments in 2020 where our players defied the impossible,” explained Abdo. “We have also produced 16 different ads, one for each club, highlighting a moment where a player from that club defied the impossible. This gives every fan of every club the opportunity to celebrate one moment where their clubs made the impossible, possible.”
The campaign was created for NRL Head of Marketing Peter Jarmain, Senior Marketing Manager (Brand & Communication) Samantha Feyzeny by a team at creative agency Galore, with Graphic Designer Lucy Bean, post production by The Editors, with Editor Laurence Van Camp and sound handled by Rumble Studios.
“I’m hugely impressed with the hunger the NRL has to continually push the game forward, both on and off the pitch,” Galore founder Tim Kirby says. “Through 2020 and now into 2021 they have led the way in sports entertainment, so Defy Impossible feels like a very natural place for them to play.”
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This wave of work follows on from 2020’s NRL new season campaign ‘Simply The Best’ and 2019’s ‘A New Era Begins’.
It also follows in the footsteps of some recent stand out NRL partner activations such as KFC’s award winning ‘Viewer Verdict’ and Bundaberg’s ‘Stay In The Game’ responsible drinking initiative.
The new 2021 season sees the NRL introduces a set of rule changes aimed at making the game faster and more unpredictable: so the new season can deliver more ‘Defy Impossible’ moments.
This marks the first work from new agency Galore since it joined the NRL’s roster of creative partners.
Galore only launched at the start of 2021 and was founded by former Naked Australia managing director Tim Kirby. At the time of launch, Kirby stated that the business will set out to overcome challenges that hold back the traditional creative services industry from broader engagement with businesses.
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