The Challenge: Create a masterbrand campaign that unifies the brand under one simple, emotionally powerful idea and platform, that could work across any NRL event across the year.
The magic of rugby league is that it’s real. From the athletes who play it, to the fans who love it. It has real roots in real communities and is full of real diversity. It knows real adversity, inspires real dreams and admits real flaws. It’s played real fast and real hard. It shows real determination, overcomes real challenges and creates the kind of mates that feel like real family. Every year, for the lucky few, it offers a taste of real glory. It’s all this real that makes the players relatable, the drama unpredictable, the gameplay unbelievable, and the entertainment unbeatable. Real is where the magic comes from.