NRL State of Origin kicks off ‘Nothing Hits You Like Origin’ campaign via Archibald/Williams

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Screen Shot 2017-04-18 at 7.42.48 am.jpgNRL State of Origin has launched its new hard-hitting campaign via Archibald/Williams.

This year’s State of Origin campaign moves away from the game’s renowned big hits and physicality, focusing instead on the emotional experience of being there.

Capturing the feeling of Origin from both players and fans perspectives, the 60″ film moves from the tense emotion of the locker room, with players readying themselves for their appearance on the greatest stage rugby league has to offer, to the stands above where fans cheer in anticipation of witnessing the nation’s greatest rivalry unfold.

The tagline captures that – whether you’re on the team in the sheds, or participating from the stands – nothing hits you quite like Origin.

The series itself has been the subject of some controversy in recent years, with no-fighting rule changes making the game – known for being physical and raw – feel sanitised for some. The campaign seeks to remind people that the series is just as fierce and competitive as ever.

Says Matt Gilmour, executive creative director, Archibald/Williams: “The intensity of every Origin game is something you can feel when you’re in the stands. The crunch of the first hit up is what it’s all about. But we wanted to take a step back from that and show that the nerves and pressure in the build up is the reason the game is so intense.”

Says Peter Jarmain, general manager of marketing and brand, NRL: “Holden State of Origin remains Australia’s biggest and fiercest sporting rivalry. The intensity, both on and off the field, creates a live atmosphere unlike any other sport.

“This campaign provides a window into the last 30 mins pre-kick off, bringing to life the nervous anticipation felt by players and fans alike. With match attendance the key performance measure for this campaign, importantly it’s about showing fans the value of being there.”

The ‘Nothing Hits You Like Origin’ campaign follows the launch of the 2017 Premiership season in February of this year, the second major campaign Archibald/Williams has created for the NRL since their appointment as Agency of Record at the end of last year.

The multi-channel campaign runs from today, encouraging attendance at the three-game series starting on 31st May at Suncorp Stadium in Brisbane.

Agency – Archibald/Williams

Matt Gilmour – Executive Creative Director

Chris Wilson – Art Director

Tom Selby – Copywriter

Mary Perebzak – Head of Strategy

Jasmina Krnjetin – Group Account Director

Lauren McMahon – Account Manager

Amanda Cain – Senior Producer

Production Company – Filmgraphics

Director – Jason Smith

Executive Producer – Anna Fawcett

Producer – Ben Swaffer

DOP – James Brown

Editor – Richard Learoyd

Post Production – Fin Design

Sound Design – Nylon Studios

General Manager, Marketing & Brand – Peter Jarmain

Marketing Manager – Operations and Partnerships – Nicole Chesher

Marketing Executive –  Rita Khouri

Marketing Manager – Brand & NRL Events – Samantha Feyzeny