Client: National Rugby League
Project: New World Champs

Every year, Americans loudly proclaim their Super Bowl winners as the “World Champions” of football…even though the NFL is an entirely national league.

So one week before Super Bowl LIII, Australia’s National Rugby League took on America at their own game and crowned their own World Champs: the Sydney Roosters.

Billboards in Atlanta, Georgia celebrated the Roosters’ World Championship and outraged American football fans: with Fox Sports calling it “a promotional invasion”.

3 billboards created 35.5 million impressions, and got the entire Australian fanbase talking about our league at a time when they’re usually talking about America’s big game.