Brisbane Broncos
The story of a city and a club, with an unexpected ending.
We launched a campaign to remind fans that there’s only one Brisbane team in town.
Insight
With the competition expanding close to home, the Broncos needed to put a stake in the ground and remind fans there’s only one Brisbane team in town.
Idea
We wrote a love letter to Brisbane and invited Brisbane-based hip-hop artist, iiiConic to read it. These words were set against a mixture of shot and archival footage that brought to life the special bond between the club and city.
Then, we spread the love, rolling out our campaign across a range of OOH and social placements across Brisbane and beyond.
We also turned every Broncos player into a walking, running and tackling embodiment of the campaign’s ethos with limited-edition jerseys featuring Brisbane skylines and maps.
The team wore the jersey as they made history by beating the Dolphins in the inaugural Battle of Brisbane.
Even the premiere took notice
The results
The Broncos wanted a response from this campaign, and they certainly got one.
Before the season even kicked off, the Broncos were able to secure over 30,000 members – the earliest point ever in their proud history to achieve this milestone.
And most importantly, the Broncos took out the inaugural ‘Battle of Brisbane’ against their cross-town rivals in a nail-biter.
The Brisbane Broncos carried their game-winning momentum all the way to the 2023 NRL Grand Final where they sent pulses soaring in a nail-biting game.
In front of 82,000 screaming fans the team came up just short, with plenty left to prove when they hit the field again next year.
