Rugby Australia is rolling out a new nationwide brand campaign, called ‘Part Of More’, that aims to usher in a new era for rugby union in the country by making the sport more accessible, inclusive and relevant to all Australians.
This fresh community focused brand initiative, developed in harness with Sydney based creative agency Digilante and Looper Films, spans television, digital platforms and social channels
The launch of a new @RugbyAU campaign may just have proved timely for the code. https://t.co/qBJEo86vps
— RUGBYcomau (@rugbycomau) March 26, 2018
The campaign is spearheaded by a set of short films introducing the ‘new faces of rugby’: a series of nine mini documentaries aiming to set the scene for a powerful new brand story that links to the lives of Australians from different backgrounds but who all share a powerful passion for the code.
All the spots were shot on location in Australia – from Narromine to Launceston to the Northern Territory – and each one aims to shine a light on people in the rugby community and showcase their own personal, powerful stories of just what the sport means to them and the role it has played in their lives and how it provides them with s sense of belonging.
The films features the national side and famous faces (such as Wallabies captain Michael Hooper, head coach Michael Cheika and Australian Women’s Sevens star Charlotte Caslick), as well as young players and grass roots enthusiasts from rights across the country.
The Walbabies’ Story
The Brand Story
Rugby AU Brand Story from Digilante on Vimeo.
Charlotte’s Story
Amy’s Story
Billy’s Story
Caleb & Jimeon’s Story
Josh’s Story
Lakeisha’s Story
Nicki’s Story
Raja’s Story
“This campaign forms part of our overarching vision to inspire all Australians to enjoy our great global game,” outlines Rugby Australia’s head of digital marketing Adam Frier.
“We want people to know that Rugby doesn’t discriminate – it’s for girls, boys, men and women of all shapes, sizes or colour who want to be part of more than just a game. ‘Rugby is available to every school in Australia and any adult can start or join a team no matter where they’re based but it’s up to us to get the word out there.”
To follow-up the promotional campaign, Rugby Australia will focus on building participation numbers across the nation with a primary focus on school and club-based programs.
“Rugby provides a platform that allows people of all ages and all walks of life to come together and share common experiences. From the grassroots club in the outback all the way to a World Cup or the Olympics, Rugby encompasses the spirit of inclusiveness, diversity, fun, respect and support,” explains Digilante executive creative director Eric O’Brien.
“Whatever level you play, at its core Rugby is about community and the opportunity to meet others, share experiences and be a part of something that’s more than a game.
“It was our aim to not only create content that delivers these key messages but to also create rich, warm, cinematic and highly emotive stories that capture the human aspect of Rugby and connects with the audience in a real and believable way.
“Our approach to creating this content was organic in nature and more aligned with documentary filmmaking than highly scripted, big budget TVC’s. This is why we chose to partner with Looper Films. We set out to capture real people in real locations sharing real stories about Rugby and I am delighted with the stories our teams have come together to produce.”
Comment:
In a week during which Australian sports fans have been questioning the culture of the nation’s approach to sport and sporting values after the Australian cricket team was caught (pre-planned) cheating on its tour of South Africa, this campaign looks fortuitously timed.
Perhaps it will succeed in picking up young Aussie sports stars seeking a more honest and values based sports culture?
Links:
Rugby Australia
https://twitter.com/rugbycomau
https://www.facebook.com/rugbycomau
https://www.instagram.com/rugbycomau/
https://www.snapchat.com/add/rugbycomau
https://www.youtube.com/user/MyRugbyTV
Digilante
