In collaboration with Bring Agency and R/GA, an international digital agency, A-Leagues is launching the new season with ‘Real Nice (H.C.T.F.)’ as its new anthem to reach a new generation of fans.
In targeting the new generation of football fans, A-leagues have collaborated with R/GA to launch the Here Come the Future brand platform in addition to the release of the anthem.
R/GA was awarded the A-Leagues account in August this year following a competitive pitch.
Electronic DJ/Producer Young Franco, R&B lyricist & 2021 Aria Award winner TKay Maidza and Brisbane Rapper Nerve collaborate on ‘Real Nice (H.C.T.F.)’, in a bid to build awareness around the Here Come The Future platform.
The music video for the anthem was directed by Aria nominated Gabriel Gasparinatos and features A-Leagues’ stars Marco Tilio, Melbourne City FC winger and Jada Whyman, Sydney FC and Australian Matildas goalkeeper.
A-Leagues described the music video as a canvas for collaboration between some of Australia’s best up-and-coming artists, illustrators, and animators, with a feature from commentator Simon Hill.
The collaboration comes off the back of A-Leagues’ recent rebrand, created by R/GA’s brand design and consulting team, driven by A-Leagues’ commercial strategy of attracting and engaging a broader group of next-generation football fans in Australia
R/GA chief creative officer APAC, Seamus Higgins, said: “Right from the start we set out to create a cultural movement centred around football – not just a campaign.
“Here Come the Future is a rallying cry to the collective of people who are not just shaping the future of the game, but the future of the country.
“A future that’s more diverse, creative, open and expressive. So of course to kick that off we couldn’t just create an ad campaign.
“We had to create a genuine piece of culture and entertainment.
“We are immensely proud of what we have created together with the incredible team at the A-Leagues,” Higgins said.
Executive creative director of BRING, James Griffiths said: “When we were approached by R/GA with their vision for the campaign we knew we could highlight the perfect artists for the campaign who would resonate with the target audience.
“We love an ambitious idea, we partnered with the agency and client on a collaborative journey through Universal Music’s unparalleled artist insights, developing a framework for Young Franco, TKay and Nerve to co-create the perfect song for the new brand.
“The track is already connecting with fans on and off the pitch,” he said.
A-Leagues director, marketing & data, Rob Nolan commented, “We’ve stated our ambition to reimagine the football experience for fans in Australia and this collaboration, and broader campaign, are testament to the vision.”
“‘Here Come the Future’ captures the essence of the future of Australian football and has the ability to reach millions of people,” he said.
Real Nice (H.C.T.F.) was released on Friday, November 19, 2021 and is available on all streaming services including Spotify, SoundCloud, Deezer, Apple Music, Amazon Music and YouTube).
