NRL Kicks Off State Of Origin 2021 Marketing With ‘Powered By Rivalry’ Campaign

Australia’s National Rugby League (NRL) kicked off its 2021 State Of Origin promotional marketing in early May with a campaign featuring a strong team of current and former players and authentic fans which shows that, whether you’re a fan or a player ‘Origin isn’t motivated by victory, it’s powered by rivalry’.

This year’s marketing celebrates one of the most discussed ‘truths’ of Origin, that when players put on the shirt it unleashes something extra and ‘makes the good great, and the great immortal’.

A month ahead of the Ampol State Of Origin 2021 series start on 9 June, the promotional creative features NRL stars such as Jai Arrow, Nathan Cleary and Jonathan Thurston alongside genuine supporters.

The hero film, created by NBϟPG and directed by Monster Children Films Lincoln Caplice, spearheads an integrated campaign which spans TV and digital channels.

State of Origin – Powered by Rivalry from Not Bad Pretty Good on Vimeo.

The campaign was created for the NRL by a team at agency Not Bad ϟ Pretty Good with production company Monster Children Films, VFX by Fin Design + Effects and sound post and music composition from Sonar Music.

“The strength of the campaign idea was developed from an authentic insight around the power of the jersey and the incredible transformation it has on players and fans. It is something that the media and commentators talk to year after year and it is a very unique proposition of the State of Origin.” Said NRL Marketing Manager Taryn Tyler. “Origin is the pinnacle of rugby league. Every single person out there is playing for something bigger than victory, and that translates into them playing better than ever,”

“Origin is the pinnacle of rugby league. Every single person out there is playing for something bigger than victory, and that translates into them playing better than ever. You can’t underestimate the power and rivalry that flows once someone pulls on that blue or maroon jersey. We wanted to bring that power to life on screen and get people absolutely pumped for the series. We are really proud of how the entire team pulled together to bring that idea to life,” said NBϟPG Partner Craig Brooks.

“From the initial briefing, this project has been a pleasure to be a part of. Craig and Joel have done bang-up job of coming up with an idea that captures the energy of rivalry, and it was such a good time working alongside them and the amazing team at the NRL to bring it to life,” added Director Lincoln Caplice.

Comment:

This Origin marketing follows on from the NRL’s season opening ‘Defy Impossible’ campaign in March and also links with previous Origin marketing campaigns like the more emotional ‘Nothing Hits You Like Origin’ initiative in 2017.