The Drum Awards for Marketing - Extended Deadline

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Agency: Pentland
Client: Canterbury
Date: Sep 2019
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As official tournament supplier to this year’s Rugby World Cup, Canterbury is set to launch its biggest ever global brand campaign in September, bringing to life the inclusivity and togetherness of the rugby community in the build-up to the big event held in Japan.

The ‘Be Part of It’ campaign, created by the in-house Pentland Creative Agency (PCA) features brand ambassadors Robbie Henshaw (Ireland) and Justin Tipuric (Wales), as well as players from Canterbury-sponsored teams in the latest kits for England, Ireland, Japan, Georgia, Canada, and the USA. A wide array of rugby lovers stand shoulder to shoulder with players and officials, emphasising that in this sport, everyone can play their part.

The camaraderie presented in the campaign aims to change perceptions of rugby, with a representation of not just the rugby player’s characters off the field, but the wonderful community too.

Mediacom Manchester planned this extensive media campaign that will include digital OOH advertising revealing responsive messages depending on the situated city and the games being played, alongside six-sheet posters and national print titles. Exclusive content will feature in Canterbury partner retail accounts across the UK, supported by an extensive social media campaign across the brand’s Instagram, Twitter and Facebook platforms. This includes the community initiative #bepartofgood which will see Canterbury giving £10,000 worth of kit to disadvantages schools across the UK.

Digital activations can be found on the canterbury.com Rugby World Cup Hub, featuring online rugby themed games and competitions to win Canterbury products.

Credits

Creative Agency Director: Gareth Davies

Associate Creative Director: Stu Ross-Sheeran

Art Director: James Benn

Head of Client Services: Fabrice Temmerman

Agency producer: Emma Bett

Account management: Kate Langley

Photographer: Neil Bedford

Production company: Production Factory

Creative: Barney Ward, Tom Underhill

Editor: Joe Eatherden & William Cole

Retouching: The Forge

DoP: Andrew Telling