The White Agency’s branded content uncovers the drive that got Wallabies players to the top of the game of life.
Hahn SuperDry 3.5 is the official sponsor of the Wallabies and The White Agency is Hahn’s digital partner. So the group of three have created a series of motivational videos – six stories from past and present Wallabies about what rugby has taught them about the game, life and themselves and a trailer, all under the banner (or mantra, if you will), Every Game Makes You Better.
The series features current Wallabies, Will Genia, James Horwill, Greg Holmes and James Hanson; Wallaby coach, Michael Cheika and retired legends, Joe Roff and Stirling Mortlock.
The White Agency worked with Candid Projects’ director, Jo Melling, to tell the personal stories and experiences of each of the featured players in film.
Lion’s brand director, Tanya Marler commented, “What kept coming through in all the stories the guys shared was that Rugby is all about highs and lows, wins and losses. But to grow as a player, and as a person, you need to be able to learn from every experience.”
This theme aligns strongly with what Hahn SuperDry represents, she noted, as Hahn as spent spent two decades experimenting with and honing its range, learning from each one in order to keep making better tasting beers.
Mike Barry, creative director at The White Agency added, “When it comes to making branded content, it’s rare to get a chance to capture and tell such personal stories. What I love about these films is that they’re not just about the player, but the person inside the player. Each of the guys really bought into the concept, and getting them to dig into their personal stories felt like a privilege. By the end I’m sure they couldn’t wait to get back to something less taxing like taking on the All Blacks.”
The series has been added to the Hahn website
…and is on YouTube:
