Fuller’s Lions Rugby Tour
The Idea: Pride Comes Before The Tour
To become a Lion is the pinnacle of any rugby player’s career. The feeling of being part of its pride is what makes the tour the most unique sporting spectacle in the world. Yet 2021's touring party left our shores bereft of support. Our campaign was designed to highlight that the Lions Pride is so much more than the lucky few within the stadium.
By highlighting the grass roots clubs, family members, school friends and mere acquaintances that have formed the Lions bond, we showcased that like Fuller’s, their pride comes before the tour.
Fuller’s The Lions Pride
British and Irish Lions legend, Lawrence Dallaglio journeys back to Richmond rugby club to reminisce about the pride he felt when selected to tour South Africa in 1997. He learned first-hand how much pride was felt by everyone that was involved throughout his rugby journey.
Print and Digital Series
In the run up to the 2021 tour of South Africa we ran a series of print and digital articles in The Times sport section. We interviewed the coaches, backroom staff and players from some of the Lion’s players original clubs to find out how much pride they felt in being part of their sporting journey to greatness.
Sam Simmonds
We journeyed to Sam Simmonds original club, Teignmouth RFC to hear about the club that gave him his first taste of success.
Louis Rees-Zammit
Llandaff RFC was where the youngest Lion from the 2021 tour first laced up his boots. We heard all about his raw pace and talent that was noticed as soon as he graced the clubs pitches.
Lawrence Dallaglio
Our print and native series culminated in England World Cup winning number 8, Lawrence Dallaglio visiting Richmond rugby club in London. He heard, first hand about the pride their players, club chairman and coaches always feel when they see one of their past alumni pull on the infamous red shirt.