NRL teams up with Drinkwise to urge players to drink sensibly in new campaign

The NRL and Drinkwise have launched a campaign, created by The Monkeys, to urge fans and players alike to drink in moderation.

Past and present rugby league stars including Wally Lewis, James Tedesco and Tepai Moeroa feature in the campaign, which launches after the NRL off season was riddled with players involved in drinking-related injuries and crimes.

The fan’s football heroes surround him as he struggles to recall what happened following a night of drinking

“For many, having a few drinks while watching sport is something we’ve all grown up with. We wanted to remind NRL fans what they’re there for in the first place; to put their focus on the game rather than on drinking,” said The Monkeys’ Melbourne chief creative officer, Ant Keogh.

The 30s spot opens on a fan waking up following a night of drinking, and follows him as players appear while he tries to piece together the events of the night’s game.

The fan who features in the ad

“As part of our partnership with the NRL, we want to remind all fans that they won’t miss a moment of NRL action if they Drinkwise,” added Drinkwise CEO Simon Strahan.

“This ad, in conjunction with an education program to players, is part of a larger platform to promote moderation around the game by reminding everyone about the moments that make this game great.”

The national campaign will appear across broadcast and digital. It will also run alongside in-stadium messaging at NRL games.


Client: DrinkWise
CEO: Simon Strahan
Marketing Manager: Nathan Kent

Agency: The Monkeys
CEO: Paul McMillan
CCO: Ant Keogh
Copywriter: Cody Naetzker
Art director: Zenon Predecki
Strategy director: Gareth Evans
National head of production: Romanca Jasinski
Producer: Katie Wellbelove
Group content director: Lee Lowndes and Sophie Gosper
Content director: Spencer Ratliff
Content executive: Jessie Roper

Production company: Revolver/ Will O’Rourke
Director: Stephen Carroll
Producer: Kat Latour
Sound: Nylon Studios
Post production: The Butchery and The Refinery


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