On the eve of the 2023 Rugby World Cup (RWC) kick-off, tournament rights-owner and global governing body World Rugby launched a ‘We Are Rugby’ brand campaign aimed at leveraging its core values to create a brighter future for the game. Launched to leverage the first game of the 2023 RWC, when hosts France took… Continue reading For 2023 RWC Kick-Off World Rugby Release ‘We Are Rugby: Time To Compete For Something More’
Tag: World Rugby
O2 Adds French Twist To #WearTheRose England Rugby Platform Via 2023 RWC ‘Wear La Rose’
UK-based mobile telco O2 rolled out an England Rugby campaign on 7 September which kicked off at Paris’ famous Louvre Museum with the unveiling of a bespoke artwork that activated its RFU partnership as the 2023 Rugby World Cup kicked off. Offering a French twist on its long running ‘Wear The Rose’ platform, the… Continue reading O2 Adds French Twist To #WearTheRose England Rugby Platform Via 2023 RWC ‘Wear La Rose’
Cadbury Launches Giant Lucky Scarf For Wallabies In New Activation Via Ogilvy
More than a month ahead of the start of World Rugby’s 2023 Rugby World Cup (RWC), Rugby Australia primary partner Cadbury expanded its tournament-linked activation through ‘Lucky Scarf’: a 20-metre-long scarf created from lucky charms all donated by Wallabies fans across Australia. The initiative, developed with agency Ogilvy alongside teams at Revolver, The Glue… Continue reading Cadbury Launches Giant Lucky Scarf For Wallabies In New Activation Via Ogilvy
HSBC & World Rugby Expand ‘The Remarkables’ Film Series With Abi Burton’s Story
World Rugby (WR) partner HSBC again teamed up with rugby union’s global governing body to roll out a new film in its ongoing ‘The Remarkables’ featuring England star Abi Burton. The video series, created by a WR and HSBC partnership, offers inspirational stories of rugby sevens athletes and is an ongoing activation pillar in… Continue reading HSBC & World Rugby Expand ‘The Remarkables’ Film Series With Abi Burton’s Story
O2’s ‘Red Roses: An England Rugby Dream’ Leverages England Rugby Partnership Around The Women’s Rugby World Cup
Seeking to shine the spotlight on the world’s top ranked women’s international rugby union side England, Rugby Football Association (RFU) primary partner O2 rolled out an integrated, multi-channel campaign titled ‘Red Roses: An England Rugby Dream’ ahead of the 2021 Rugby World Cup. Working in harness with creative agency VCCP London and M&C Saatchi… Continue reading O2’s ‘Red Roses: An England Rugby Dream’ Leverages England Rugby Partnership Around The Women’s Rugby World Cup
New Zealand Rugby Asks The Nation To Get Behind The Women’s Team In ‘Like A Black Fern’ Campaign
New Zealand Rugby rolled out a Black Ferns brand building campaign to generate support for the women spearheaded the country’s national game ahead of the delayed
HSBC Leverages World Rugby 7s Via ‘The Remarkables’ Film Series With Jordan Conroy
The last week of November saw HSBC expand its ‘The Remarkables’ online video series telling stories of several inspiring athletes from the HSBC World Rugby Sevens Series and celebrating individuals who are trailblazers and difference-makers. HSBC believes that ‘if you can see it, you can be it’ and the aim and the approach of… Continue reading HSBC Leverages World Rugby 7s Via ‘The Remarkables’ Film Series With Jordan Conroy
Capgemini ‘Talent, Team Spirit & Performance’ Campaign Celebrates Joining The Ryder Cup Family For 2021 & Beyond
On 23 September, 24 hours ahead of the first tee shots of the 2021 Ryder Cup, Capgemini trumpeted its long-term tournament partnership with an online video led activation titled ‘Capgemini Joins The Ryder Cup Family’. The campaign, which is fronted by team captains Pádraig Harrington and Steve Stricker, celebrates the French multinational information… Continue reading Capgemini ‘Talent, Team Spirit & Performance’ Campaign Celebrates Joining The Ryder Cup Family For 2021 & Beyond
World Rugby Launch ‘This Is How We Sevens’ Campaign To Engage New Fans Ahead Of Tokyo Olympics
Mid-June saw World Rugby launch a major new Rugby Sevens campaign ahead of the rescheduled Tokyo 2020 Olympic Games called ‘This Is How We Sevens’. The campaign objective is to showcase the ‘vibrancy, excitement and breadth of personalities’ in the Sevens version of the sport and is part of World Rugby’s core aim of… Continue reading World Rugby Launch ‘This Is How We Sevens’ Campaign To Engage New Fans Ahead Of Tokyo Olympics
National Unity & Shared Values: Activating The Springboks At The Rugby World Cup
Supporting and celebrating values-based national unity is a common rights-owner activation approach (especially around major tournaments) and nowhere is the tactic of uniting through sport used more frequently and powerfully than in South African work around the Springboks rugby union team. We showcase this strategy through best practice case studies from sponsors such as… Continue reading National Unity & Shared Values: Activating The Springboks At The Rugby World Cup
Heineken RWC Activation Ranges From The Global ‘Delay’ To A Local ‘Talking Water Cooler’
Heineken’s global Rugby World Cup campaign is spearheaded by a spot called ‘The Delay’ which seeks to celebrates ‘clueless people who still try to enjoy rugby’. The campaign, developed by Publicis Italy, sees World Rugby’s official beer partner set out to engage with those non-core rugby union fans who don’t fully understand the game… Continue reading Heineken RWC Activation Ranges From The Global ‘Delay’ To A Local ‘Talking Water Cooler’
Steinlager Enables Kiwi Rugby fans To Show Their True Colours At The ‘Black Laundry’
During the opening weekend of the 2019 Rugby World Cup, New Zealand Rugby beer partner Steinlager opened a laundromat, The Black Laundry, as the focal point of its ‘Colour Yourself Loyal’ campaign which seeks to inspire Kiwis to back their team by showing their true colours by dying their clothes black. Launched in tandem… Continue reading Steinlager Enables Kiwi Rugby fans To Show Their True Colours At The ‘Black Laundry’
