Client: National Rugby League
Project: This Is How We League
Australia’s National Rugby League was in trouble. Despite exciting on-field contests, the sport was battling historic low attendance, fueled by relentless media sensationalism.
With a simple idea - using ‘league’ not as a noun, but as a verb - we gave the word new meaning, and fans a new way to talk about the game that became synonymous with unity and pride.
Ahead of the 2018 season, the ‘This is how we league’ campaign used film, community murals, and social activations to demonstrate #HowWeLeague and shift the narrative back to timely stories that fans really cared about.
Fans owned it, with attendance up 41%, club membership up 4%, and the biggest season launch since 2011.