The Invictus Games is an international sporting event for wounded, injured and ill service defence personnel. Founded by the erstwhile Prince Harry in 2014, the Games are an annual event, with Sydney hosting in 2018. With more than 500 athletes from 18 nations competing, the Australian Organising Committee turned to R-Co Brand to develop the global creative for the Sydney Games. The challenge in communicating the Games to the world was to work with the existing master brand identity while creating a distinctive campaign that enabled the Aussie spirit and personality to shine through. Not an easy feat given the Invictus Games brand guidelines. A strict corporate colour palette and a requirement to compliment, not detract from the master brand of Invictus Games, meant the opportunity to add additional elements was limited. The solution came through the development of a unique brand statement. With just four words, ‘Game On Down Under’ succinctly captured the essence of the Australian sporting attitude and sense of place. Combined with the uniqueness of its application, language became the driving expression of the brand – leveraging a fun, engaging style to confirm that the Games were well and truly in Australia. There was a lot at stake with the Sydney Games program, so getting it right was essential. The creative needed to be approved by numerous stakeholders including the AIMG Invictus Games Board, the governing bodies in the UK and the Games’ patron, the erstwhile Prince Harry. The design was received with acclamation because it conquered a difficult problem. It was a proud moment when ‘Game On Down Under’ was given the green light by Kensington Palace! Ultimately, the design and brand statement with its clever expression was embraced by all.