Campaign SpotlightPress Release

Enigma launches emotive campaign, binds together the Newcastle Knights and its loyal fans

SYDNEY, AUSTRALIA – The NIB Newcastle Knights has launched a new emotive brand platform, “Bound Together,” celebrating the bond the Knights’ passionate fans have with their beloved team, via independent agency Enigma.

Celebrating the unbreakable connection between Knights’ fans and the team, the “Bound Together” proposition is central to the moving spot, and is leveraged across a suite of assets including social, print, in-stadium OOH, digital and match day promos.


Enigma Creative Callan McKean said: “Newcastle is arguably at the very heartland of rugby league in Australia. And no matter whether the Knights are at the top of the ladder or not, one thing remains consistent – the loyalty and pure passion of the team’s fan base.”

“This campaign aims to create an emotional connection between the players and passionate fans bringing them together under the premise that ‘no matter what happens, we stand as one.’ Already the fan’s response to the campaign has been outstanding and we already achieving our objective to connect the team to everyone who supports it. Up the Knights,” he concluded.

Wests Group Australia and NIB Newcastle Knights Group Chief Marketing Officer Clair Coleman further commented: “Enigma truly understands the connection our brand needs to make with the grass roots of our supporter base. Landing an impactful idea that drives participation, engagement and a strong emotional connection across our heartland and new breed supporter segments is key to the success of the campaign.”

“Every week our players and passionate members share every moment of triumph and tragedy together, so this campaign will bring the fans and the team closer together in a way that celebrates our unique relationship and common purpose,” Clair explained. 

The campaign launched in market March 2023 coinciding with the launch of the 2023 rugby league season.


Agency – Enigma
Executive Creative Directors – Pete Buckley/Tim Brown
Associate Creative Director – Matt Dawe
Creatives – Callan McKean & Dan Stephens
Managing Director – Jack Mason
Business Director – Michael Ellenor
Business Manager – Chelsea Pringle
Producer – Ryan McGrath
Director – Kaius Potter
DOP – Don Buppapirak
1st AC – Eamon Dimmitt
Gaffer – Nik Damianakis
Sound – Ben Hooft
Photographer – Alexander Cooke
Editor – Lucas Vazquez
Composter – Thom Pringle
Colourist – Alina Bermingham
Client – Wests Group
Group Chief Marketing Officer – Clair Coleman
Group Marketing Manager – Kristy Wallis

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