‘You don’t know me’: Clemenger BBDO Sydney kicks off campaign for 2017 Rugby League World Cup
Lesser well-known rugby league players are warning the big stars and well-known teams they “can hurt” them in ad kicking off the marketing push for the 2017 Rugby League World Cup.
Created by Clemenger BBDO Sydney, the new work features players from Samoa and the United States to show dominant teams – such as New Zealand and Australia – that anyone can be a threat.
Less recognisable players run through lakes, grassland, ocean and bush tracks preparing to compete watching the likes of Australia’s Jonathan Thurston and England’s Sam Burgess on TV.
A voiceover says: “You don’t know me, you’ve never seen me play, you don’t even know my name,” before warning “Who you don’t know can hurt you”.
The campaign aims to reframe the unknown players in this year’s World Cup, such as Samoa’s Kaysa Pritchard and the US’ Casey Clark, as the potential threats who could spark shock and defeat countries who consider themselves strong teams.
According to Clemenger, ‘Nobodies’ stems from the insight most Australians and New Zealand think they are the two key players in the rugby league.
Ben Clare, Clemenger BBDO Sydney creative director, said: “The truth is: every single world class athlete on the planet was, at one time or another, a nobody. The ‘Nobodies’ campaign champions these players who, despite their unrecognisability, have the potential to surprise and upset the historically dominant countries.”
“The idea that sport, by its ethos, is democratic, and the world is full of unknowns just one game away from stardom, provides the dramatic crux of this film.”
Rohan Sawyer, RLWC2017 general manager for commercial and marketing, said the teams playing this year could surprise dominant teams.
“With recent changes in the eligibility rules, the world’s best players are coming, and this will be the most competitive Rugby League World Cup ever – and as such the teams you wouldn’t traditionally expect to be a threat, could surprise you!”
The campaign will run during this weekend’s international test matches, where seven of the 14 teams in the World Cup will play.
Credits:
- Client: Rugby League World Cup 2017
- Chief Executive Officer: Andrew Hill
- Chief Operating Officer: Maria Sykes
- General Manager Commercial & Marketing: Rohan Sawyer
- Marketing Manager: Kate Dalwood
- Digital & Social Manager: Sara Piper
- Agency: Clemenger BBDO Sydney
- Executive Creative Director: Paul Nagy
- Managing Director: Emily Perrett
- Creative Director: Ben Clare
- Planning Director: Rob Dougan
- Creatives: Willy Maitland, Zander Williment, Dan White, Simon Gibson
- Senior Producer: Steve Tindall, Kirstin Lees
- Senior Account Director: Smaran Jworchan
- Account Coordinator: Alicia Zerella
- Senior Sound Engineer: Anthony Tiernan
- Editor: Alex Guterres, Jess Morgan
- Production Company: Buddy Films
- Director: Harry Sanna
- Executive Producer: Sue Walker
- DOP: Jordan Maddocks
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just gonna leave this here…https://youtu.be/ky7jG2QluMU
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Can you creatives please create some creative content;
Like Rugby League, you are trying to steal your creativity from a much more intelligent game;
https://m.youtube.com/watch?v=0x3PT3XMTe4
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Nice concept, but the problem is no-one knows the game being played. Rugby league is played in about 2 countries and a handful of island nations who’ve been strong-armed into it as part of their grants schemes. A “World” Cup it is not. Lacrosse and Curling have bigger world audiences. Some Australian media have grossly over-invested in it and try to hype its significance, but neither Australian nor “world” audiences aren’t buying it, and never will.
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It’s a poor imitation of the Rugby Championship spot, where it’s weaker is the voice. Having a 50 year old man be the voice of 20 something’s breaks the spell. Nicely shot though.
Also wonder how Kevin Naiqama feels about “You don’t know me, you’ve never seen me play, you don’t even know how to say my name…”?
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Trust the thugby yawnion fans to come out of the woodwork. What the hell is wrong with your sport & fans that you think you have the right to denigrate the free choice of people wanting to follow their sport?
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Should get your head out if the sand & stop reading too much Peter Fitzsimmons. Plenty of new countries are now playing the game just look at the RLEF to see that.
Stick to union because under the surface it ain’t doing so great despite all the financial leg up- South Africa union broke, Pro US rugby gooone, Aussie union in disarray, most UK clubs in debt, French clubs needing to merge etc. Look after your own sport & we’ll enjoy ours
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Rugby league is a better game in every aspect better athletes better attack better defence more entertaining you stick with crappy boring union pal
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Thugby yawnion must die. its a cursed game.
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