a problem like Bil
British & Irish Lions
The Brief
The brief was to conjure up the magic and myth of the Lions story visually for promotion of the pre tour Lions Legends Dinner Series (A dinner in each of the four nations). The challenge being that imagery of the many iconic players of previous tours is scant, with comprehensive coverage only really starting in the 2000’s. There was also the challenge of shirt sponsor coverage.
The Insight
We used our insight to think outside of the box to solve this problem. With few images at our disposal, the need for the approach to cover both digital and large format print, and our knowledge of the client base, we decided that while we didn’t have access to images of the Duckhams, Bennetts, Gibsons and Laidlaws, just the mention of their name was enough to project their presence and the script players were born. The four players, one for each nation, were made up with a mix of player names from across the long history of the sport’s greatest touring side. This made their application multi-purpose as they could be used to target national groups or as a collective.
The Results
The Dinner Series was a big success, and the script players were used for both promotion and event branding across four events. In fact, it was so successful, that design was then used for the on-tour branding with the former players’ names replaced with the 35 man tour squads names. This also saw us retained for the subsequent tour where we again used our insight to tackle a further issue for the 2017 tour when the kit manufacturer and sponsor changed. This time we opted for shadowed out player 18 months out when the details of sponsor and shirt were under wraps, replacing these later after a photoshoot with a just-retired Lion with the new shirt.
Event applications
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Different applications
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