With a deadline of just two-and-a-half weeks to take the project from start to finish, we had to work fast.
So we got straight to the point: we asked ourselves, what are the RFL trying to do here? And why should the fans care? The answer to both of these questions was ‘to change rugby league for the better and to make every minute of every game matter. The creative scope of the campaign was partially limited as we had to reflect the RFL’s existing ‘extraordinary’ brand-style, but other than that we were free to take our design style in any direction we chose.
Across three different channels, we told the story 0f this ‘New Era’ of rugby league where ‘Every Minute Matters.’ The campaign needed to help our client communicate a potentially complicated message in a simple way that fans could grasp and share in an instant. So we created them a YouTube video animation, a league map for use across Facebook and Twitter, an explainer leaflet with an infographic for game day and a fully customisable content platform for each club in the league.
“The response from the public and from the RFL team has been overwhelmingly positive – from the chief exec down, we couldn’t be happier. The effort put in by First 10 to achieve quality results within such a tight timeframe has been really appreciated”