A love letter to Brisbane.
Archibald Williams has been appointed as consultants to the Brisbane Broncos, launching a brand campaign, The Heart of Brisbane.
With 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 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.
Brendan Willenberg, ECD/creative partner at Archibald Williams, said: “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.
Brisbane Broncos GM marketing, digital and communications Michael Payten, said: “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.”
Credits:
Agency Team
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
