ABOUT

CHALLENGE:
South Africa and Argentina went toe to toe at the Allianz Stadium – Twickenham in October 2025 as part of the Rugby Championship.

Two of the best Southern Hemisphere sides playing a potentially championship defining game in the Northern Hemisphere was always going to be a wonderful prospect which promised to be a real clash of the titans on the field.

Our challenge was to create the identity and integrated advertising that would allow both South Africa and Argentina to own the campaign whilst capturing the attention of rugby fans and sports lovers alike.

OUTCOME:
It was of upmost importance to us that both sides had equal billing, regardless of where our campaign would be shown.

We decided to ‘walk on the wild side’ and have players tearing through the advertising creating immediate standout. Using their respective colours and the claw marks ensured the campaign could shift from South Africa to Argentina without the campaign losing any impact or recognition.

We were also able to break the mould with this campaign by not using the standard six player lock up and instead use action shots that would change throughout the campaign.

By including individual player advertising and announcements we kept the campaign evolving and staying fresh whilst keeping the look and feel consistent.

The campaign ran across all forms of media, including Social content, PPC digital advertising, National Press print ads, OOH large format billboards and digital screens across the country. We also took over all of the digital screens at the Allianz Stadium - Twickenham and produced the artwork for the match day programme ensuring this premium event had the maximum amount of impact and campaign cohesion.

20,000 tickets were sold within the first week of the campaign going live with the Allianz Stadium – Twickenham being sold out in good time for the kick-off in October.