Five brands who tackle the 2019 Rugby World Cup

Enzo’s Monday Motion #188: The Rugby World Cup in Japan is reaching its climax. Five front row campaigns in the scrum…

Be their armour for England

Japan had the honours to host the ninth Rugby World Cup. Inspired by the land of the rising sun, England’s main sponsor O2 follows the path of the Samurai.

The mesmerising spot by VCCP encourages fans to support their team, thus being the players’ shield on the pitch. Director Sam Brown added a feature film flavour with his teaser video. The build-up of the story (and armour) feels very authentic. The rugby heroes on the other hand, feel a bit out of place. Fortunately not a big issue for the true fans (aka target audience)

Manga Mania

ITV flags a different tradition and fuels the players with Japanese anime.

As the official broadcaster, ITV plugs not merely the home team, but every nation. The story of director Keith McCarthy is based upon the dreamworld of every fan. Big props to Golden Wolf delivering on style animation.

For the newbies

You don’t have to be the biggest fan to enjoy the World Cup!

Even though Italy has a relatively strong rugby history, it’s not their common sport. Heineken wants to include the non-fans and their humoristic approach is very recognisable. Smart concept by Publicis, directed by Megaforce.

What makes Rugby, Rugby

Land Rover understands the true inclusive spirit of Rugby and shows where it all starts.

The flow of the commercial feels as if you are part of the game. Filled with action and close-ups the protagonists share their (and the car brand’s) vision in a single breath. A refreshing spot that smartly tackles the all-star cast. Directed by Ben Liam Jones through Riff Raff.

Groundbreaking history

Although it’s the men’s edition, Guinness focusses on the brave Japanese women of The Liberty Fields in 1988.

The brand that is Made for More logically searched the path of most resistance. The actual classic footage strengthens the story and the toothless laugh is priceless. The concept by AMV BBD was directed by Eliot Rausch through Stink Films. For extra engagement Guinness produced a short doc with interviews of the actual players.

Last Week

The market for high-end headphones is booming. Six brands who use different genres to plug into their audience.

Enzo Greco is Motion Director at Born05.