The NRL came to us with the challenge surrounding Australian sports culture of a stigma around mental illness, but looking at physical injuries just seen as simply part of the game. Our insight was “Physical injuries and mental illness are actually quite similar: both can ‘happen to anyone’, even the toughest men, and both can be managed. They can be treated the same.” Our creative landed on shooting in Townsville, North Queensland, Australia, where we created a mini docu + 30s broadcast spot surrounding Michael Morgan’s (Cowboy’s Halfback) story of his Road to Resilience.
Agency: R/GA
Client: National Rugby League
Director: Ethan McLean
Production: Milk Money
Post: Milk Money