Rugby Australia Celebrates Wallabies Vs France Tests Via ‘Vive La Renaissance’ Campaign

To celebrating the three-game Wallabies E Toro rugby union series against France, Rugby Australia aimed to draw fans back to the live game experience through a campaign which showcased famous French flare and the reinvigorated, new-look Wallabies with a campaign titled Vive La Renaissance’.

Created in harness with agency BWM isobar and launched at the start of July, the tongue-in-cheek creative edits past game footage to drive home the message that this is a series that can’t be missed.

Billed as a match-up where ‘sophistication meets its match’, it sees one of the northern hemisphere’s top teams take of Australia first the first time down under soil since 2014.

The work spans TV, outdoor, social and radio and acts as a buzz-building campaign which is also a ticket sales call-to-action inviting union fan to come and watch rugby’s renaissance live in Brisbane and Melbourne.

The campaign merged after Rugby Australia’s first brief to BWM isobar after the agency is tasked to rejuvenate passion for the sport and spread a message the excitement that only comes from being at the game.

“The Wallabies have a long history of fierce competition against the French who first toured Australia in 1961,” commented Rugby Australia Director Of Commercial external Relations Anthony French. “The friendly rivalry between the two nations has been captured perfectly by BWM isobar in this campaign, which sums up the competition on field, whilst highlighting the fierce passion of both Wallabies and French fans. We look forward to giving our fans a great night of entertainment both on and off the field.”

The campaign was created by a team at agency BWM isobar which included Managing Director Brent Kerby, Executive Creative Director Marcus Tesoriero, Creatives Dan Davison, Ash Wilding, Ben Pearce and Dan Obey, Designers Dutchy Baart and Alanna Rados, Editor Yotam Hatzvi, National Production Lead Lauren Reilly, Producer Fabiana De Abreu, Client Services Director Sophie Lander, Senior Account Manager Jess Walley and AccountExecutives Wil Koslowski and Morgan Medlyn.

Comment:

Following the series against France, further fresh Rugby Australia creative will run promoting the upcoming Rugby Championship (featuring South Africa and Argentina) and the Bledisloe Cup (where Australian will take on The All Blacks).