Young’s, ‘The Rugby Love’
The Rugby Love
I lead the strategy, creative (and wrote the hero film script) for Young's pubs to herald their "Year of Rugby", encouraging fans to view their venues as culturally-rugby-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. Target was to raise £150,000 in the year - we surpassed got to £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 even served with 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.
Credits
Agency: Movement
Strategy, Creative Direction & Copy: Mark Freeman
Art Direction: Tim Ash