England Rugby
Beyond the 80’ - Integrated Campaign
Amateur rugby in England made a slow start in its first season after COVID.
Social players were reluctant to get back into the game, resulting in a 15% drop in match completion rates and causing 27 teams to drop out of RFU leagues.
Our campaign set out to remind men over 30 that their rugby experience goes beyond sporting cliches and in-game excitement. It’s about being part of something more.
As well as YouTube ads, the film was shown in fan zones and on stadium screens around Twickenham during England’s 2022 Autumn Nations series.