The brief was to build excitement around the tournament in Japan amongst viewers of big sporting events. We also wanted to show our more passionate rugby fans that we care about their sport and take our position of exclusive UK broadcasters of the Rugby World Cup seriously. The third task was to present Japan, a country rich in incredible cultural history, as the Land of The Rising Sun, something worth changing your morning routine for.
Together with Golden Wolf and Stink, ITV Creative created a trailer depicting fans of each Home Nation falling asleep in live action and waking up in a magical world of Japanese animation. The trailer is a rollercoaster journey through the history of Japanese animation before showing the fans awaking back in the real world, excited for the rugby to kick off.
Engagement on social has been incredible and we're anticipating millions of fans will enjoy the Rugby World Cup with us this Autumn.