A campaign for the Six Nations that turned rugby on its head
Campaign identity
Advertising
The Challenge
The Six Nations is one of the biggest events in the rugby calendar, six of the world’s greatest international teams come together to battle for rugby supremacy.
BBC Sport was looking for a campaign identity that showcased the true power and impact of the tournament whilst delivering something unique and different to get existing and new audiences excited for the games.
How We Tackled It
What better way to show the physicality of the game of rugby but to show it through the cameras eye. We created a video physicality system that allowed us to track the movement of the action on the field accentuating every tackle, run and scrum.
This coupled with dynamic typography fighting against the play allowed the audience to feel every moment of action on the field.
The Final Result
The final campaign included everything from launch TV ads through to socials. As well as the main deliverables, we created a suite of assets that allowed the team at BBC Creative to continue making TV spots across the whole of the men and women’s tournaments.
