The NRL prepares for 2020 State of Origin in Rivalry Without Rival campaign from R/GA

The 2020 State of Origin may be running months later than other years, but that hasn’t dampened the rivalry between NSW and Queensland.

A new campaign from the NRL, and partner R/GA, uses 40 years of team data to celebrate a ‘Rivalry Without Rival’.

NRL – State of Origin 40 Years in the Making from RGA APAC on Vimeo.

Using data from the very first State of Origin to now, R/GA and the NRL highlight the unexpected statistics of the game, providing fans with a new window into the sport.

The idea for the campaign came following the NRL grand finals and the campaigns surrounding them, which highlighted the long history of data attached to the sport. The Rivalry Without Rival campaign shows that the NSW vs Queensland rivalry has, if anything, grown in the last few years and will be at its most fierce when the event kicks off this week.

R/GA worked closely with the NRL’s internal team and VANDAL, a motion design agency, who managed the motion design and production of the film. Kieran Antill, ECD of R/GA Australia said the campaign looks at more than the wins and the losses.

“Sports rivalry is about far more than a Win and Loss record, especially between these two iconic teams with a 40-year history. From stunning upsets, to the longest winning streak by a coach to the finer details of the game, we wanted to help the NRL surface these narratives and spark banter between fans. This is only the start of where we can go with data storytelling in sport.” said Antill.

The delayed SOO game means it is the first time that the event will be played outside of the traditional NRL season. The event will be broadcast on Nine and Foxtel and follows an NRL finale which drew 2.103m metro viewers and 2.967m nationally.


National Rugby League
Head of Marketing, Peter Jarmain
Senior Marketing Manager, Courtney Mace
Marketing Manager, Taryn Tyler

R/GA Australia
Senior Copywriter, Jonathon Shannon
Senior Art Director, Bede Gannon, Peter Majarich
Visual Designer, Tom Twiby, Ben Spooner
Strategy Director, Mitch Incoll
Senior Content Producer, Kyle Belcher
Senior Account Director, Ranjan Kumar
Executive Strategy Director, Jon Holloway
Executive Creative Director, Kieran Antill
VP, Managing Director, Michael Titshall

Vandal,Post Production

Senior Designer, Darrin Hanley

Producer, Michaela Fenton

Editor, Mariah Dunn


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