Early July saw England Rugby launch its ‘Rising Sons’ campaign for the Rugby World Cup with the goal of celebrating the intrinsic link between the community and international levels of the game, while apparel partner Canterbury simultaneously launched the team’s Japan 2019 kit.
The aim behind ‘Rising Sons’ is to create a player-led campaign aimed at building excitement around the tournament throughout the country.
Key to the campaign will be bringing the players’ personal stories to life and reflecting on their journey from grassroots rugby to international level.
It will also take fans closer to the action than ever before by giving them an exclusive behind-the-scenes view of how the team are preparing for Japan.
England Rugby will be asking the nation to get behind the team and come together for a Watch Party at their local community rugby club when England take on Tonga in the first match of their campaign on 22 September.
The campaign launched a few months ahead of the tournament with a campaign teaser that debuted at England’s training squad announcement at Japan House.
‘Rising Sons’ features a manga-inspired creative which seeks to reflect the rich culture of the host country Japan.
The agency worked with rich visual Japanese and rugby reference points and, taking inspiration from world of Manga, and worked with illustrator Alex Arizmendi created Manga-style illustrations within the teaser which was amplified across England’s Rugby’s digital and social channels.
RISING SONS
The journey to Japan starts here…#RWC2019 #CarryThemHome pic.twitter.com/ZTCAPlS5zQ
— England Rugby (@EnglandRugby) July 4, 2019
The dynamic visual style, which is intended to grab the attention of younger audiences, is also used across other relevant England Rugby assets such as in the design/typeface/copy/colours of the provisional squad announcement content pieces.
This is just the launch phase for the campaign and more work will roll out in future phases in the lead up to the tournament and during the competition itself.
Simon Massie-Taylor, Chief Commercial Officer of the Rugby Football Union, said: “Rising Sons is a message to the nation to get behind their team and roar them on to success in Japan.
“The campaign celebrates all that is great about rugby and the strong bond between the community and international game, while also reflecting the fact that Japan is a unique place for a Rugby World Cup to be held.
“It is a great opportunity for rugby to reach new younger audiences, while still entertaining and exciting those already in the rugby family.”
The campaign has been developed in partnership with creative agency Thisaway.
In terms of timing, the rights-owner campaign also launched in parallel with apparel supplier Canterbury’s new England World Cup kit launch.
The new strip was unveiled via an integrated ‘Stand Proud, Stand Out’ campaign that kicked-off with an event and PR at the Canterbury Clubhouse attended by several England players past and present including Anthony Watson. Elliot Daley, Sam Underhill, Tom Curry, Ben Youngs, Lewis Moody and Manu Tuilagi.
@anthonywatson_, @elliotdaly, @LewisMoody7,@SGUnderhill, @Manutuilagi,@TomCurry98 and @benyoungs09 joined fans at the @canterburyNZ clubhouse in London for today's #RWC2019 kit launch
➡ https://t.co/jRsQRMEgzt pic.twitter.com/2qykXkPH29
— England Rugby (@EnglandRugby) July 4, 2019
and which also included online video
Stand Proud. Stand Out.
Introducing the NEW @EnglandRugby Home Kit
Get yours from 9am tomorrow on https://t.co/JvOeDp1fad#StandProudStandOut #RugbyGram #Rugby #EnglandRugby #RugbyKit pic.twitter.com/AJiVSAmmeq
— Canterbury (@canterburyNZ) July 4, 2019
and imagery of the men’s
NOW ON SALE
The new @canterburyNZ England kit for #RWC2019
https://t.co/JiZFk5dnIU#StandProudStandOut #CarryThemHome pic.twitter.com/xmwg2Uk2Ii
— England Rugby (@EnglandRugby) July 5, 2019
and women’s teams
#RedRoses rocking the new England home and alternate kits
Order yours today from https://t.co/kEI5dfNFmX pic.twitter.com/ZzWSFDTwtd
— England Rugby (@EnglandRugby) July 5, 2019
in the new strip all of which include call-to-action copy driving viewers to the online sales platforms.
Comment:
From a design point of view, the stylish design immediately offers synergies with the team and the World Cup host nation.
Are there hints of the London 2012 logo and design approach here?
We look forward to seeing more creative in the coming months.
England’s campaign and kit launch follows on from the World Cup shirt campaigns in May from fellow international rugby heavyweights South Africa/Asics ‘Unstoppable’ (see case study) and Australia/Asics ‘Move As One’ (see case study).
As well as tournament property owner World Rugby’s own May ‘Try And Stop Us’ brand identity refresh (see case study).
Links:
Rugby Football Union / England Rugby
https://www.youtube.com/user/officialRFUTV
https://twitter.com/EnglandRugby
https://www.facebook.com/OfficialEnglandRugby/
https://www.instagram.com/englandrugby/
Thisaway
Canterbury
https://www.youtube.com/user/OfficialCanterbury
https://twitter.com/canterburyNZ
https://www.instagram.com/canterburynz/
https://www.facebook.com/canterbury
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