Brief
The RLPA, in partnership with Channel 9 (Aus), wanted to create a campaign that increased awareness of their brand and annual The Players Champion Awards, within the winder Austrian Rugby League community.
Aproach
The Players Champion is the most highly regarded accolade within the Professional Rugby League community. However, historically public engagement has been inconsistent with low levels of awareness and understanding within the wider game.
Taking inspiration from the RLPA’s mission to; represent, empower and support Players, we wanted to explore things that connected, rather than separated, everyday fans and supporters with those playing at the very highest level.
Positioning the playing group as relatable, as well as aspirational, and the RLPA as the embodiment of the spirit of Rugby League shared by all.
Solution
Where respect meets rivalry speaks to the unique symbiosis of intense rivalry and enduring respect that exists within Rugby League, on and off the field - stirring feelings of pride and unity within the wider public (fans) whilst speaking to the character of the playing group and their clubs.
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