Queensland Rugby Union commissioned us to create an advertising campaign to boost patronage at their Super Rugby 2010 games. The brief called for an imaginative approach to in tandem with the existing theme  “I AM RED”. Whilst it was felt that this was a strongly branded theme and was about the players, it could be easily adapted to be more inclusive of the team faithful with a parallel catch-cry, “WE ARE RED”.  The new theme has been developed into TV, radio and outdoor components as well as being played at Suncorp Stadium during the home games.