DURING CAMPAIGN, BROKE 30 YEAR MEMBERSHIP ON RECORD
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.
What does it feel like to be a die- hard fan? What does it feel like to be a player?
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.
Capturing exhilarating game day moments, when they happen in a heartbeat.
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.