Super Rugby picks lead creative agency ahead of 2025 season
The Super Rugby Pacific, New Zealand Rugby, and Rugby Australia have appointed Game Creative as their lead creative agency as they prepare to enter the 2025 rugby union season.
This is the first of several new business wins for the agency since its launch in August last year, following founder Dan Beaumont’s departure from The Royals in July.
Hitting the ground running, Game Creative has already developed and launched the 2025 campaign, ‘The Power of the Pacific’, which champions the energy, culture, and unique spirit that makes rugby union the most powerful sporting code across Australia, New Zealand, and the Pacific.
“This is super exciting for us – rugby is close to my heart,” Beaumont said.
“We’re honoured to play a role in supporting such an important sporting competition in Australia and New Zealand, especially at a time when the code is at a turning point. This campaign is about celebrating what makes Super Rugby Pacific truly special – its cultural connection, its intensity, and the undeniable power of the game.”
Dan Wilkins, head of SRC and community rugby marketing at Rugby Australia, said Game Creative completely understood the brief and what was required for this season’s campaign.
He said the agency’s ability to generate strong ideas and execute them quickly has been critical to deliver a fresh, engaging campaign.
“It’s been a fantastic collaboration, and we’re excited to kick off the season and bring the power of SRP to the fans this weekend!”
Olivia Sparks, senior marketing manager at New Zealand Rugby, added: “The new campaign sets the competition up perfectly for a huge start. The logistics were immense for this roll-out and the team from Game handled it seamlessly. We can’t wait for the season to get going.”
Beaumont engaged Oblong Creative’s founder and ECD, Justin Ruben, and Open Brand Consulting’s founder and chief strategist, Dan Pankraz, for the campaign, while design and finished art were handled by Pim Van Nunen and Martin Vesely.
Of Game Creative’s success since launch, Beaumont said: “I’ve been encouraged with how well the new model has been adopted by clients and creative talent alike.”
More campaigns are currently in production to launch soon.
Credits:
Client: Super Rugby Pacific
Head of SRC & Community Rugby Marketing | Rugby Australia Ltd – Dan Wilkins
Senior Marketing Manager – Super Rugby (NZ) – Olivia Sparks
Agency: GAME Creative
Founder/ MD: Dan Beaumont
Creative Director: Justin Ruben (Oblong Creative)
Strategy Director: Dan Pankraz (Open Brand Consulting)
Art Director/ Designer: Pim van Nunen (UNKL)
Designer: Martin Vesely
Producer: Lucy Pilkington
Media: Sparro/ OMD/ Engage
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
Campaign
Dan Beaumont
Dan Wilkins
GAME Creative
New Zealand Rugby
Olivia Sparks
Rugby Australia
rugby union
Super Rugby
Super Rugby Pacific
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