Marriott London Sevens invites monsters of all shapes and sizes to join in with this year's Twickenham event
Marriott London Sevens, an event unlike any other in rugby, has revealed the dress code for this year’s event which takes place at Twickenham on the weekend of May 10 and 11 through an ad campaign created by BBH London.
With an increased emphasis on family attendance the theme this year is ‘Monsters’ and rather than focusing on the game the campaign dramatizes the fun and silly side of the event.
Based on the insight that most children go through a stage of not wanting to take off a fancy dress outfit, the film ‘Monster’ follows a young boy and his beloved monster costume. We see him going about his daily business (at the barber, in bed, brushing his teeth, at the butchers, etc.) in full monster regalia at all times.
Heading down the stairs the little monster is surprised to find mum and dad donning similar outfits, ready to head to Twickenham.
The film will run on TV around rugby and sports related programming in the lead up to the event and will also be seeded online.