THE BRIEF
WRWC25 will be the biggest yet. More teams, more games, most host cities and bigger stadiums than any tournament that has come before. World Rugby needed a campaign that matched this ambition. The ask was simple…… “Deliver us a campaign that breaks records!” Records across:Match attendance, broadcast viewership, commercial revenue, legacy (participation)

THE IDEA 
We honoured the tournament’s humble beginnings whilst capturing rapid growth of women’s rugby. The intention was to build a hype machine that propelled fans (old and new) towards WRWC25. The players would take centre stage in a campaign that brought the unique energy of the womens game to the fore…THIS ENERGY NEVER STOPS

THE EXECUTION
A 360 creative idea brought to life with an anthem film, a nationwide out of home and digital campaign and a toolkit delivered to all tournament partners.