Our ‘Still Simply the Best’ campaign catapulted Australia’s National Rugby League into the limelight and shifted public perception, as Tina Turner famously did 30 years earlier with the original Simply the Best campaign. Our 2020 reboot reached new heights of support – and criticism – creating a wave of conversation amongst the media, and the broader Australia community. This is the story of how we took an unlikely national icon and created a campaign that transcended sport and exploded the NRL into the national spotlight, for all the right reasons.