RWC 2023
Irish Rugby
The Brief
A RWC is a challenging time for a Union. There’s a lot of expectation and a lot of changes that need to be made. Before the tournament starts officially there’s a chance to get your sponsors front and centre which is important, as once it’s underway, they are banished, so there are two phases that need to be factored in, elements with and without sponsors and the transition needs to be seamless. Also, the client wanted to carry forward the current brand but in an enhanced state, which meant creating a lot of templates and allowing time to make the ‘moments’ bigger.
The Insight
We created some new elements which we used early on which combined the use of original architecture (Shamline and Triskele) by way of the poster wall. This was tailored to each use in the lead up to the tournament including squad images, open training sessions and in match animations during the warm-up games. We then used the revised look once the tournament kicked in with new flourishes and enhanced elements when the milestone moments arrived. This wasn’t just reserved to online applications, the RWC Media Guide and other print elements along with Training Camp branding in France all received the same treatment which helps to create that special environment for players and staff.
The Results
Engagement results were through the roof for RWC and we managed to keep a good mix of staple informative and bespoke graphics throughout the life of the tournament. As it is with all tournaments, you aim to build to a crescendo (the Final), keeping your powder slightly dry so as not to peak too early, you’re then left to the fate of the playing performance, the bounce of the ball and the odd questionable decision as to whether you get to display your best work. A Quarter Final exit meant that we still had cards to play.
Increased Engagement
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Different Media
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Impressions
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