Big Idea: From Grassroots to Grand Slam
To help promote Guinness’ sponsorship of the 2022 Women’s Six Nations Championship through the eyes of their ‘Never Settle’ campaign, we wanted to help spread the essence of the game through the empowering stories of its elite players.
We created a tapestry of personal stories and heard how they came to find and fall in love with rugby and how they thrived within an environment that oozes inclusiveness.
Our campaign was designed to showcase how these players are shining examples that the future of sport has the power to help eradicate inequalities, create communities and embolden players and spectators alike.
3 Nations, 1 Voice
We travelled the country to speak to players from England, Wales and Scotland to hear their individual stories of resilience.
We heard about how they had to overcome adversities - whether that be through injury, abject sexism or even mental resilience - to become the role models they are today.
The Sun 8 page editorial supplement
Our campaign included an 8 page rugby supplement in The Sun, the first time this has ever happened for the women’s sport. This featured a page devoted to Guinness telling the personal stories of three of the players within the tournament.
