Young’s Pubs: The Rugby Love
I lead the strategy, creative, and wrote the film script, for Young's pubs to herald their "Year of Rugby", encouraging fans to view their venues as culturally relevant places to enjoy the big tournaments.
The idea, The Rugby Love, explores the sport's deep bonds and the communities its crosses, from grassroots to the international level, connecting the pubs with people who gather to cheer on their teams to lead a fundraising initiative for rugby-associated charities including The Wooden Spoon, Wheel Chair Rugby, Maddy’s Mark and The School of Hard Knocks. The target was to raise £150,000 in the year, and was well surpassed by reaching £200,000.
You could also buy a pint of limited edition Drop Gold ale, donating 20p on every pint to the cause. The delicious beer was served in a glass adorned with our rugby balls/heart logo (ideated by myself, designed by Tim Ash), which also made an ideal Valentine's gift for any rugby loving life partner.