The Rugby League wanted a rebrand to increase the visibility of their sport in a world dominated by football and rugby union.
We pitched. We won.
Then we had to ask a 2m tall, 18st man if he would do what we asked. Thankfully, he didn't mind.
It was slightly less scary to create everything alongside the TV spot - 96 sheets, press ads for games, and to rewrite their brand guidelines down to grassroots level.
Creative Directors: Jim Capp & Graham Drew.
Director: Lee Ford through Therapy Films.