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Australian Rugby Union Says We're Stronger as One in New Film via BWM Dentsu & Robber's Dog

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The new film will launch ahead of The Rugby Championships tournament this August.

Australian Rugby Union Says We're Stronger as One in New Film via BWM Dentsu & Robber's Dog

BWM Dentsu and Robber's Dog have launched a new film for the ARU (Australian Rugby Union) that captures the intense bond between the Australian people and the Qantas Wallabies.

The brand film, directed by Marty Moynihan, is designed to rally the Rugby fans continued support of the Wallabies, attend games and be a part of something exhilarating - using the tagline 'Together, We Are Stronger as One'.

Screen Shot 2016-07-22 at 8.51.32 AM.jpgSays Moynihan: "I wanted to create a film that encapsulated the excitement of fans before a test match against the unwavering focus of a national team. Australia is a sports mad nation, so when the ARU tasked us with creating a film for one of the national sporting teams, the Wallabies, you have to be respectful of the millions of supporters as well as bring your own feel to the brand."

'Stronger as One' was shot in Brisbane, it was important for the location of the film to resonate with the wider Australian public.

Says Moynihan (a Queenslander by birth): "It was great shooting back in Brisbane after being away so long. I was able to look for locations with fresh eyes.  For me it was important for the location of the film to not be easily identified, as it had to be a stand in for every city in Australia."

Director, Moynihan, is a recent addition to Robber's Dog's roster. Having developed an aesthetic that combines strong visuals with storytelling, Moynihan has built up a solid reputation in sports commercials. Four years after graduating in 2004 as a Film and Television Production major, he was commissioned by the ABC and Screen Australia to direct his first feature documentary, '6ft Hick -Notes from the Underground'. Later, freelancing as a sports promo director, he was responsible for writing, directing, and editing campaigns. His work earned him both domestic and international recognition at PROMAX, including best director in Australia and New Zealand and a global award for best sports promo in 2014.

Screen Shot 2016-07-22 at 8.51.50 AM.jpgThis new film for the ARU was an excellent opportunity for Moynihan to revisit familiar territory since directing 'Believe' for Fox Sport's 2015 Rugby World Cup campaign. He has also previously worked with Israel Folau and Fox Sport on the 'I am Grateful' campaign.

Discussing his approach to the universal appeal of sports and fandom, Moynihan says: "There are these great sports brand spots out there in the world at the moment, you really need to put some soul into it if you want your film to stand with them. This film is a universal story of fans sending their team into 'battle'.  You may not know who the players are, but you know the feeling of that moment. That's why, with this film, I challenged myself to make something that didn't just feel uniquely Australian but would feel at home in a US or European market."  

The brand film will run on online and digital channels for the entire championships.

Agency - BWM Dentsu
Rob Belgiovane - Chief Creative Officer
Asheen Naidu - Executive Creative Director
Jon Foye - Creative Group Head
Denny Handlin - Creative Group Head
Zac Pritchard - Copywriter
Moensie Rossier - Planning Director
Brent Kerby - Client Service Director
Rebecca Bowman - Account Director
Margot Fitzpatrick - Head of Onscreen
Emma Durlacher - Producer

Client: ARU
David Low - Head of Marketing
Ciaran Pillay - Brand Manager

Production Company: Robber's Dog
Director: Marty Moynihan
Executive Producer: Loren Bradley
Editor: Marty Moynihan
Colourist: Billy Wychgel
Music: Rumble Studios

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Dentsu Creative Australia, Tue, 26 Jul 2016 03:54:38 GMT