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Concept

Canterbury, a brand synonymous with rugby since 1904, sought to reinforce its deep-rooted commitment to the sport through a compelling brand film. The objective was to encapsulate the essence of rugby’s grassroots origins while highlighting Canterbury’s enduring dedication to the game. The film aimed to resonate with a global audience, celebrating the sport’s spirit and the brand’s heritage.

Execution

Blonde undertook the challenge by delving into Canterbury’s extensive archive of rugby footage, meticulously selecting clips that embodied the raw passion and authenticity of the sport. Recognizing the complexities of broadcast rugby licensing, the team navigated these challenges to curate the most impactful content. Complementing the archival material, high-speed footage was captured using Alexa cameras, adding a contemporary flair to the narrative. The film was further enriched with a powerful voiceover and an emotive music track, weaving together past and present to tell a cohesive story.

Results

The project culminated in a poignant brand film that seamlessly blended historical footage with modern visuals, effectively conveying Canterbury’s unwavering commitment to rugby. The film was well-received, serving as a centerpiece on Canterbury’s website homepage and reinforcing the brand’s position in the rugby community. The collaborative effort between Blonde and Canterbury resulted in a piece that not only honored the sport’s legacy but also inspired current and future generations of rugby enthusiasts.