Project | Canterbury 'Committed to the Game' Lifestyle Campaign
Objective | Launch Canterbury Rugby’s Sports fashion range to the rugby market during the RWC 2015.
Insight | Consumers associate Canterbury with the embodiment of rugby’s values and rules. This offers an opportunity to engage with consumers to promote the range in their language.
Concept | ‘The Rugby Principles’ the guide to the rugby rules of style.
Working with England’s Sam Burgess, we created the rugby rulebook for style. This formed a platform for multi-channel communications and PR activity.
Role | Senior Lead Creative
Agency | Pentland
Team | Jon Herbert
