SportsPick makes Wally Lewis’ birthday a public affair in new campaign via Enigma
Queenslanders came together on Sunday in a raucous celebration of their true monarch, Wally Lewis, at The Real King’s Birthday Bash hosted by SportsPick at Brisbane’s historic Normanby Hotel.
The event marked the culmination of a successful campaign driven by full service agency Enigma on behalf of SportsPick, inspiring fans across the state to trade their October public holiday for a December day of rugby league royalty.
The campaign gave workers the tools to formally request substituting the King’s Birthday public holiday in October with the day off today after celebrating Lewis’ birthday instead. The response was overwhelming, with Queenslanders rallying behind the idea in droves.
“This campaign is exactly the kind of work we love—ideas that connect with Australians on a cultural level,” said Matt Ennis, Creative Director at Enigma.
“This wasn’t just about swapping a public holiday; it was about giving Queenslanders something to rally around—something uniquely theirs. SportsPick gave us the perfect platform to make it happen. And let’s face it, Charles was never going to show up in Queensland anyway, so why not throw a party for someone who’s been showing up for us for decades?
“When we pitched this idea to SportsPick, we knew it was audacious, but we also knew Queenslanders would get behind it.”
Mark Sturdy, Managing Director of Entain Venues, praised Enigma’s campaign’s ingenuity and its ability to capture the hearts of Queenslanders.
“The idea from Enigma was brilliant, tapping into the true spirit of Queensland loyalty and rallying people behind their real King. King Charles might have his castles, but Wally’s well and truly had the Normanby yesterday— it was packed to the rafters with fans who know where their loyalty lies. With an electric atmosphere and a national media reach of more than three million, this campaign was a huge success,” he said.
The event itself delivered a feast fit for royalty, complete with live music, a SportsPick Punter’s Challenge Tipping Competition.
The highlight of the day was, of course, a royal audience with Wally Lewis, who graciously shared his birthday with adoring fans and reflected on the overwhelming support.
His Royal Highness Wally Lewis, ever the humble King, reflected on the day with his trademark gratitude.
“What a day! I’ve been called ‘The King’ for years, but I never expected an actual coronation—and at The Normanby, of all places! It was humbling to see so many Queenslanders turn up, from old mates to new faces, all coming together for a bit of fun and plenty of laughs. The vibe was fantastic and I had some good fun with everyone toasting me with a beer and calling me ‘Your Majesty.’ Big thanks to SportsPick and Enigma for pulling this off— we may have to start campaigning for a Wally Lewis public holiday every year after that,” he said.
Creative, digital and PR agency: Enigma
Client: SportsPick (an Entain Group brand)