Creative Masterpiece
Sunday, 10 February 2008 - Newcastle Knights
The Newcastle Knights and Peach advertising have teamed up for the biggest production in the clubs history with the creation of the annual 2008 season campaign.
Themed Bred From Tough, the commercial will air for the first time tonight during NBN News in its entire 60 second format before the 30 second version kicks in later this week.
Newcastle Knights CEO, Steve Burraston believes the advertisement is certain to turn heads and captures the essence of Newcastle, its people and their football team.
To think we are able to produce a product of this standard Newcastle is something the team at Peach deserves to be extremely proud of, said Mr Burraston.
Its powerful and drives emotion, it shows the people of our town proud who are proud to belong to their football club.
Most importantly the campaign features real people in their natural environment which adds even more credibility. They represent our supporters, our culture and importantly our team and the foundation on which the club has been built.
I have been hands on throughout this project and I am so proud of the final result, he said.
The creative vision of Peach Copywriter, Ben Webster was brought to life by Film Director, Karl Brandstater and Peach Creative Director, Mike Preston who rates the finished product among the best work Peach has ever produced.
The creative concept pays homage to the fans that are the soul of the Newcastle Knights. We spent weeks casting in and around Newcastle streets to find the perfect characters to tell the story. It was critical we used real people to add to the credibility, Mr Preston said.
The Knights come from one of the toughest towns in the country. Their fans are tough hardworking men and women that dont back down. This is where the campaign thought came from. The Newcastle Knights are bred from tough Novocastrians that love their team and town with all their heart.
It has been a fantastic opportunity to draw on our national experience to create a campaign for one of Newcastles loved brands, he said.
A powerful sound track was composed by local musician, Micheal Ferfoglia who also stars in the commercial along with the voice of number one Newcastle Knights ticketholder and founding father, Leigh Maughan.
I wish to thank everyone who gave their time to make this production work and to the team at Peach who have been burning the midnight oil for months to make it possible, Mr Burraston said.
Its a perfect fit at a time when the club is moving in an entire new and exciting direction in Rugby Leagues Centenary year and our 21st year of operation.
With two national Newcastle Knights teams to watch at every home game with the introduction of the Toyota Cup and a return to strong family values and entertainment there has never been a better time to be a Knights supporter.
Its going to be a great year.
