Activating its worldwide partnership of the Rugby World Cup, the tournament’s official vehicle celebrates grassroots youth rugby through an initiative set in the countries competing at Japan 2019 aiming to shows how rugby is for everyone regardless of shape, size, ability, colour or gender.
Working with agency Spark44, Land Rover rolled out a global campaign that sets out to demonstrate that no other brand understands the spirit of rugby like Land Rover.
The campaign is spearheaded by a hero spot which sees a ball passed from one player to the next around the world: each player who catches, tackles, or runs with the ball speaks directly to the camera and says which rugby trait or value they possess.
One says ‘I’m loud,’ another ‘I’m shy’, a boy in a maul says ‘I’m unflappable’ and a girl entering a ruck says ‘I’m unstoppable’.
The campaign endline states: ‘It’s what makes rugby, rugby’ before closing with the official Rugby World Cup and Land Rover logos.
In addition to the marketing campaign, at Japan 2019 Land Rover is giving 96 young fans (two per match) the chance to walk onto the pitch with their heroes as official mascots of Rugby World Cup 2019: providing young fans a once-in-a-lifetime experience designed to strengthen their bond with the sport.
Land Rover’s other tournament activation is further supported by work fronted by ambassadors Bryan Habana and Justin Marshall – such as an initiative which sees them try their hand at Bush Rugby in South Africa –
and additional rugby related social content,
as well as a set of product and vehicle focused pieces.
Stepping up when you have big boots to fill. It’s what makes rugby, rugby. Watch: https://t.co/usqP0i11NH#LandRover #DiscoverySport #LandRoverRugby #RWC2019 pic.twitter.com/lxXP9YbQdF
— Land Rover (@LandRover) September 22, 2019
Big or small, there’s room for all. It’s what makes rugby, rugby. Watch: https://t.co/usqP0i11NH#LandRover #DiscoverySport #LandRoverRugby #RugbyWorldCup #RWC2019 pic.twitter.com/OBEAuquMrU
— Land Rover (@LandRover) September 21, 2019
As the Official Vehicle of the Rugby World Cup 2019 we will provide a fleet of vehicles during the tournament to help facilitate the world’s third biggest sporting event.
The campaign was created for JLR Global Marketing Comms Manager Rob Furio, by a team from agency Spark44 which included Global Chief Creative Officer Brian Fraser, Creative Directors Mike Boles and Jerry Hollens, Global Business Director Kate Waugh, Global Senior Account Director Gordo Whittaker, Global Account Director Adam Bewley, Senior Producer Tom Colbeck, Assistant Producer Ellee Prior and Planner Andy Cook, with Production Company Producer Jay Lovelock, Executive Producer Tom Berendsen, DOP James Blann.
The spot was directed by Ben Liam Jones of Riff Raff, post production was by Electric Theatre Collective, colour was handled by Luke Morrison of ETC, with sound design by Sam Ashwell of 750, editing from Amanda James at Final Cut and music by Antony Genn and Martin Slattery at Narcissus Music. The stills photographer was Matt McQuillan and the idents were made by Creatives Mike Boles, Jerry Hollens and Simon Butler.
“Rugby has been a huge part of Land Rover for over 20 years, from the grassroots to the elite. We are extremely proud to be a Worldwide Partner of Rugby World Cup 2019 and to celebrate the diversity and inclusivity of the game,” said JLR Laura Woodhead Of Global PR, Brand & Partnerships
Comment:
The brand claims there is a ‘forward thinking’ focus around its 2019 Rugby World Cup work which reflects the fact that this is first time the tournament is being held in Asia and the values of blending innovation with respect for tradition which are so admired in Japan.
Land Rover has a strong heritage in rugby at all levels of the sport; from grassroots to elite and its values-based approach to rugby is based around the quadruple strands of passion, integrity, commitment and teamwork.
The values that rugby embodies – determination, integrity and dedication – are also the values Land Rover claims drive the company.
On a global basis, its World Rugby partnership includes two previous Rugby World Cup tournaments (in 2011 and 2015), plus an official partner of six British & Irish Lions Tours, it is also the Official Vehicle Partner of Premiership Rugby (a partnership that stretches back to 2004) and Land Rover is also a Main Club Partner of Premiership Rugby side Wasps, a Principal Partner of Welsh rugby club Cardiff Blues, the Official Vehicle Partner to both Bath Rugby and Glasgow Warriors, and the Title Sponsor of the UK grassroots rugby programme – the Land Rover Premiership Rugby Cup.
Plus, the Land Rover Premiership Rugby Cup is a national series of U11 and U12 rugby festivals run in conjunction with all 12 Premiership Rugby clubs and since the tournament’s inception in 2008 more than 82,000 youngsters have taken part.
As part of its support or all aspects of the game, Land Rover is also proud to support the HITZ programme, which continues to change young people’s lives, using the power of rugby to inspire youngsters to overcome educational, employment and social struggles.
Links:
Land Rover
https://www.youtube.com/user/landrover
https://www.facebook.com/landrover
https://www.instagram.com/landrover/
Spark44
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