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 Society and MKTG, is dubbed by the sponsor as ‘the world’s largest lucky charm’. The scarf is made from an eclectic collection of donated lucky socks, bracelets, charms, beloved jerseys, rugby-ball keyrings and even other scarves all collected from local clubs and other stops on the Wallabies recent ‘Gold Blooded Tour’ which was part of a team/sponsor initiative to ‘galvanise support from all Australians to get behind the Wallabies’.
The collection phase on the ‘Gold Blooded Tour’ was built around a ‘Lucky Scarf Container’ and this was promoted by the brand nationally and locally with a call-to-action to fans to donate their items. Branded collection containers were placed outside major Wallabies games in Sydney and Melbourne.
It was presented by the Mondelez-owned confectionary brand to the Australian Men’s National Rugby Union Team ahead of the Bledisloe Cup game in Melbourne on 29 July. The giant scarf was formally unveiled to rugby fans in the stadium during the game’s half-time entertainment when it was draped across the stands and featured on the in-stadium screen. It will then travel with the team to RWC host country France for the tournament which will be staged between 8 September and 28 October.
Thus far the initiative has been promoted by an integrated campaign spanning at-stadium and big screen strands as well as an online video running across brand digital and social channels backed by a PR push.
“As a principal partner of a team, most brands can’t impact the result of a game. By collecting then donating Australia’s luck, Cadbury is creating an emotional swell behind the team that could genuinely impact its results,” explained Cadbury’s Brand Equity and Sponsorships Director Anthony Ho. “The fact that so many Australians donated their own lucky charms to help the Wallabies proves there’s a glass and a half of generosity in all Wallabies supporters.”
Ogilvy Melbourne ECD Hilary Badger said that the sponsor and the agency hoped the scarf would become ‘a vessel to show true support for the team, and the generosity of fans that extended beyond just cheering’.
“Australians can’t all get to France. But we can send good luck to the Wallabies via the Lucky Scarf,” said Badger. “It’s a way we can all get behind the team, whatever the result of World Cup. And to solidify our client Cadbury’s support of sport from grassroots to the elite.”
The Glue Society Director/Artist Paul Bruty added: “In making the scarf we have been struck by the passion and dedication shown by the Wallabies supporters. The generosity they have shown in exchange for the luck of their team is admirable. It leaves us with no doubt that the scarf will help amplify the feeling of unwavering support the team carry into every match.”
The campaign was conceived, executed and promoted by a joint team from creative agency Ogilvy, production company Revolver, art and directing collective The Glue Society, plus sports agency MKTG and the group included Director/Artist Paul Bruty, Managing Director/Co-Owner Michael Ritchie, Executive Producer/ Partner Pip Smart, Executive Producer Jasmin Helliar, Producer Max Horn, Production Designer Damien Drew and Textile Designer Anthony Huggett.
Comment
The giant lucky scarf is one strand of Wallabies’ principal sponsor Cadbury’s current activation programme which included a classic Dairy Milk emotional ad earlier in July called ‘Cheer And A Half’ which also leveraged the Bledisloe Cup and starred scrum half Nic White and a young fan, as well as an underdog ‘Where’s There’s A Wallaby There’s A Way’ spot starring recently reinstalled Australian Rugby coach Eddie Jones.
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