THE BRIEF
Launch the Defender 2023 Rugby World Cup “Embrace the Impossible” campaign. A Campaign that pays homage to Trailblazers – those who embrace the impossible to change the face of the sport, from overcoming disability to tackling discrimination. As well as strengthening the brand’s new Modern Luxury positioning. A challenge in a very traditional rugby setting. 

THE IDEA
To launch with a night of live music and performance, inspired by the campaign’s trailblazers, on the eve of the Rugby World Cup kick-off. 

THE EXECUTION
An audio-visual spectacle at the Palais de Tokyo, headlined by pioneering British rapper and actor, Kano, alongside the Rugby World Cup 2023 Limited Edition Defender.