Know No Boundaries
The future of rugby is female. But very few sports fans appreciate the skill of women’s rugby or see it as a sport worth following. Rather than lament, 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, breaking all kinds of boundaries as they do so.
Reflecting our fearless rugby players, we went ultra-bold on copy and design. Headlines were kept short and punchy. Visuals took their cue from the platform idea and had players literally breaking out of the boundaries of their images. An intentional primary colour palette also gave players the visibility we felt they deserved.
The pitch itself was virtual due to COVID lockdowns – but we smashed it all the same.
Client: World Rugby - pitch win
Agency: FCB London
Role: Concept and platform line / Headlines and campaign copy / Creative direction - film and edit
Agency: FCB London
Role: Concept and platform line / Headlines and campaign copy / Creative direction - film and edit
