Parradise is Ours: Eels Unleash a Defiant Campaign to Dominate 2025 Season

Building on the foundation of their iconic brand platform, Parradise is Ours, the Parramatta Eels have launched a bold and electrifying campaign to energize their devoted fan base ahead of the upcoming season. This new campaign aims to send a strong and unmistakable message, not only to their fans but to their rivals as well, signaling the Eels’ determination to dominate on home turf and reaffirm their place as one of the league’s elite teams.

The heart of the campaign is a gripping and dynamic launch film that seamlessly blends nostalgic archival footage with fast-paced, adrenaline-pumping scenes of the team’s current players and passionate fans. This juxtaposition of past and present brings the club’s proud history to life while showcasing the energy and commitment of the team as they gear up for the new season. The powerful visuals are paired with a stirring script and an epic soundtrack, setting the stage for a thrilling year ahead.

First unveiled at the Eels’ Fan Day in early February, the film has since been embraced by fans and is being showcased at season launch events. Additionally, it is featured prominently across the Eels’ social media platforms and website, where it has garnered widespread acclaim. Further extending its reach, bold and defiant out-of-home advertisements are set to appear throughout the city, sparking excitement and anticipation in local communities.

Christopher d’Arbon, Creative Director at AW, expressed his excitement about working with the club: “The Eels have some of the most passionate supporters in the league, and it’s been a privilege to connect with such a dedicated community. We’re thrilled to see how this new partnership unfolds throughout the season.”

Bram Williams, Founder of AW, added, “As a proud third-generation Eels supporter, working with Kate and the team at Parramatta is an honor. I can confidently say this will be OUR year.”

Kate Chapman, General Manager of Brand, Social Impact, and Fan Development at the Parramatta Eels, emphasized the importance of making the team’s home ground, Commbank Stadium, an impenetrable fortress for both players and fans. “We want to cultivate a cauldron-like atmosphere at the stadium and elevate the entire game day experience. Collaborating with AW to bring this vision to life has been incredibly rewarding, and we’re eager to see it come to fruition this season.”