The Australian Rugby Union reveals We’re In. RU? as its brand communication platform as the start of the international season draws closer.
Its first commercial in a three-part series begins with an Ode to the Wallabies, in tribute to Australian Rugby player Rupert McCall, entitled ‘The Golden Thread’. It rolls out via Fox Sports.
James Sawyer, client service director at Ikon Communications, said: “Every piece of communication across every touch point builds on the Rugby story and hones in on our core fan base with relevant information based on where they live to re-engage them and get them involved. We’re In. RU?”
The video features players of the Qantas Wallabies squad including Michael Hooper, Christian Leali’ifano and Stephen Moore as well as head coach Ewen McKenzie and assistant coach Andrew Blades. In each TVC its focus is on everyday scenarios to plug the message: 'the players' minds are always on the job'.
The Golden Thread ode is a social media initiative, with the aim of rallying discussion ahead of the games and gt rugby fans involved.
The campaign will run across ARU digital and social media platforms including ASICS Rugby Rewards as well as the ARU’s social media loyalty platform on Facebook.com/Wallabies.
Credits
Agency: IKON
Production Company: Hatch Entertainment
Director: Julian Shaw
Creative Director: Greg Logan
Producer: Miriam Stein
