"Heroes Here 08" Campaign
The World Cup's "Heroes Here 08" promotional campaign was launched at the Sydney Opera House on 6 May 2008. At the launch, Paul Kind, the World Cup Director of Marketing, explained, "Heroes Here 08 underlines that fact that the international game, and particularly this tournament, will bring out the best in every player who takes part. It will create heroes."
Natalie Bassingthwaighte recorded an "Australian version" of the Mariah Carey song "Hero" which accompanied the "Heroes 08" promotional video and other World Cup advertising. The World Cup Opening Ceremony featured a live performance of the song by Bassingthwaighte.
Filming of visuals for the promotional video began in Leeds during the worldwide ticketing launch for the event in November 2007.
Advertising agency MJW, celebrity photographer Garry Heery and production company Engine worked together to combine the latest digital animation with a dark and determined set that highlighted the passion players feel in representing their country on the international stage.
The Heroes campaign featured Mark Gasnier (Australia), Roy Asotasi (New Zealand), Rob Burrow (England), Keith Peters (PNG), Waisale Suka (Fiji), Nigel Vagana (Samoa), Jerome Guisset (France), Lee Paterson (Scotland), Stuart Littler (Ireland) and Lopini Paea (Tonga). Gasnier was later removed from some of the promotional material after he left the sport mid-season and was replaced by Darren Lockyer.
Read more about this topic: 2008 Rugby League World Cup
Famous quotes containing the words heroes and/or campaign:
“To have no heroes is to have no aspiration, to live on the momentum of the past, to be thrown back upon routine, sensuality, and the narrow self.”
—Charles Horton Cooley (1864–1929)
“You campaign in poetry. You govern in prose.”
—Mario Cuomo (b. 1932)