Red Roses Rugby World Cup

With the Rugby World Cup kicking off in New Zealand, The RFU wanted to expand the brand identity for the Red Roses, to build awareness and attention of the current No.1 ranked team in the world.

To achieve this goal, we designed a multichannel campaign to raise attention on England, and ask the nation to get behind them as they pursue their dream of winning the World Cup. The film uses surreal visual effects, establishing the idea of #TEAMDREAM, and shows the dedication, determination and skills the Red Roses require to lift the trophy. Expanding the brand world we integrated silver to reference the World Cup trophy, and show that the tournament is the pinnacle of women’s rugby.

The campaign builds upon the ‘One In, All In’ positioning launched earlier this year by showcasing diverse characters within the team and how together they are capable of achieving anything on the world stage.