Brisbane Broncos claims its turf through new brand campaign via Archibald Williams

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Independent brand agency Archibald Williams has been appointed as consultants to the Brisbane Broncos, recently launching a new brand campaign, The Heart of Brisbane, asserting the team’s dominance as the city’s iconic sporting organization.


With a proud history and a new Queensland NRL franchise introduced in Redcliffe for season 2023, the strategy was to reflect and remind locals of the club’s position at the heart of Brisbane since 1988.

The idea created by the agency is a ‘love letter’ to Brisbane – for both the team and the city. It was created to instill a sense of pride in modern Brisbane by looking back on what the state’s capital has achieved, and the bright future ahead as one of Australia’s hottest cities.

The showcasing of this ‘new Brisbane’ has been perfectly encapsulated by the voice of the new campaign. iiiCONIC, a Ghanian born, Brisbane based up-and-coming Hip Hop artist, has lent his voice to the commercial.

Says Brendan Willenberg, executive creative director/creative partner, Archibald Williams: “Archibald Williams has a long history of brilliant Rugby League creative and securing the Broncos as a client is an amazing opportunity to continue this run. The challenge received from the Broncos was both a strategic and creative one and we’re excited to develop this idea into other channels as the season progresses.”

The Heart of Brisbane campaign will run through to October 2023 and includes TV, digital, social, OOH and activations.

Says Michael Payten, GM marketing, digital and communications, Brisbane Broncos: “The passion our supporter base has for our team and our city is undeniable and we are delighted with how this campaign has resonated and connected with all of Brisbane.

“The emotive response to the campaign has been wonderful and is at the heart of we wanted to achieve.”

Agency: Archibald Williams
Bram Williams: Co-founder
Stuart Archibald: Co-founder
Brendan Willenberg: Executive Creative Director/Creative Partner
Chris D’Arbon: Senior Art Director
Ross Cockrill: Senior Copywriter
Stef Duhy: Senior Account Director
Natasha Polszynski: Senior Account Manager
Jason Hilzinger: Master of Craft
Isabella Chan: Designer

Agency Partners:
Brisbane Broncos
Michael Payten: GM – Marketing, Digital and Communications
Shantelle Jackson – Marketing and Game Day Manager

ADK Creative
Alex Kirchner – Director

Cartel Management Australia
Akwesi Afoakwah (aka iiiCONIC) – voice artist
Christina Rinaldi – Owner, artist manger, and communications
Anthony Agostino – Owner, artist manger, and marketing