A 30 year legacy; the Broncos are more than a logo, more than ‘maroon and gold’, more than a win. Bronxnation is an experience. The good times and the bad. Pre-season, our brief was to lead a membership drive to celebrate the Brand and entice a new breed of 18-34 year olds to take part.
We initiated a ‘Call to Arms’. To ask every fan to ‘Claim your Throne’. Buy a membership. Guarantee your seat. To show up and create the moment.
Both dedicated to the sport they live and love.
As a Series of TVC’s and radio ad’s to run across the season, the central storyline is from the ‘point of view’ of a fan on his way to Suncorp Stadium, imagining being in the studs of a Bronco’s player. He’s warming up, feeling the nerves, anxious. Remembering 30 years of players before him. As the game begins, reality snaps back.
Highlighting the impact of these moments, the ones you only see and feel by going to a home game, became the focus for our shooting style.
Key action scenes with the Broncos in training:
Slow motion of boot kicking the ball at kick off – ‘The average kick generates more than 450lbs of force’.
Slow motion of fans jumping up in unison – ‘The roar of the crowd can pass 120 decibels’.
Slow motion of two players tackling one another – ‘The average collision pulls the same sort of ‘gees’ as a pilot in a fighter jet’.
The tone of the TVC’s lends itself to a war-cry, a rallying of troupes. Sport is where we find our sense of community and belonging, and the Ad’s culminate in a united experience; fans, players, cheerleaders, horses, stadium, atmosphere, tension and play.
Rolled out across the Bronco’s season, unique TVC’s and Radio Ad’s aired for game day, retail & home game spots.