GUINNESS SIX NATIONS | 2020
Challenge: Activate the Guinness Six Nations title sponsorship and gain traction with ‘rugby flirts’ beyond just hardcore rugby fans.
Idea: While Brexit was driving people apart Guinness invited people from all nations to “Come As Rivals, But Leave As Friends”. By tapping into the political backdrop of Brexit we could celebrate the camaraderie unique to rugby that takes people beyond European rivalries to frame the championship as an opportunity to come together whether you were a rugby fan or not.
Highlights: Our three month campaign kicked off on Brexit day with Andrew Scott delivering an ode to the championship.
Role: Creative Director | Year: 2020
CAMPAIGN LAUNCH FILM (BREXIT DAY)
OPTOMISED FOR SOCIAL PUBLISHING
‘GUINNESS GAMEDAY LIVE’ (LIVE & REACTIVE PUBLISHING ON MATCH WEEKENDS)
ENGLAND VS WALES CAPTAINS FILM
WIDER CAMPAIGN ACTIVATIONS
FIXTURE FOOD FUSIONS (ON-TRADE AND OFF-TRADE PARTNERSHIPS)
ROUND FIVE REACTIVE (POSTPONED)
BEHIND THE SCENES
NEWS
Client: Guinness
Categories: Integrated Sponsorship Activation Campaign
Year: 2019/20
Agency: We Are Social
Role: Creative Director (Pitch/Proposal, Concept Development, Scripts, Art Direction, Editorial Roll Out)
With thanks to Rob Rafalat & Stu McCardle.