KNOW NO BOUNDARIESBuilding enthusiasm for women’s rugby on a global scale
The future of rugby is unquestionably female. But very few sports fans appreciate the talent or skill of women’s rugby or see it as a sport worth following.
Rather than lament this, we saw it as an opportunity to celebrate the unstoppable nature of the women’s game. Because its players aren’t waiting around to be noticed - they’re too busy driving the game forward across the world, breaking all kinds of boundaries as they do so.
Creative concept and strategy
Creative direction - film
Campaign copy and messaging
We even proposed petitioning EA Games to release ‘Rugby21’ and make it the first rugby video game to break boundaries by incorporating professional female players and reflecting their vital contribution to rugby's booming popularity across the world.