The Task
Change the consumer perception of Canterbury with a multi-year creative strategy targeting rugby lovers, both on and off the pitch. Re-establish the brand in the rugby world and showcase Canterbury’s expertise in creating rugby-first products.
What we did
We created Made From Rugby. A global platform and toolkit that establishes the brand as a rugby specialist and made from the very essence of the game.
The platform had a unique tone of voice that placed emphasis on rugby language, along with a look and feel inspired by the game itself. The master grid (from which all design communications were created) was made from the exact ratios of markings found on a rugby field. A custom typeface was also created, highlighting the ‘H’ in all headlines as a reference to the iconic rugby posts shape - so even the typography was Made From Rugby.
The work launched on the first test of the British & Irish Lions epic tour to South Africa, with stadium assets alongside a brand video. It was featured on DAZN and YouTube, targeting rugby players and supporters. The campaign continued tracking the rugby calendar at key times, such as the Autumn Nations Series and matches in stadiums. The work was also realised in targeted digital advertising during popular training hours, with relevant product launch assets.
Icons of the sport, including Wales’ most capped player Sam Warburton, England star Ellie Kildunne and current British & Irish Lions test player Justin Tipuric spearheaded the campaign. Each athlete featured in the hero campaign visuals and photography, which was delivered in digital channels, in store and on social media.
Impact
A campaign that’s made from results:
Successful global launch of all Canterbury’s products to a rugby-first audience.
20,200,000 impressions on display and paid social
4,000,000 video views
500,000+ in stadium views
245 individual product lines launched
100+ pieces of content
132% increase in users searching for Canterbury rugby
327% increase in users searching for Canterbury rugby boots
