Advertising Creative/Copywriting/Design/Print

BACKGROUND

One of the four professional Welsh regional rugby union teams, Cardiff Blues are responsible for developing rugby union in the city of Cardiff, Vale of Glamorgan, Rhondda Cynon Taf, Merthyr Tydfil and south Powys.

The Brief

Having worked on previous marketing campaigns, the Blues asked us to create a campaign that would encourage Blues fans to renew their season tickets. It had to reflect the passion fans felt for the team, providing a strong visual that grabbed people’s attention. It also needed to be a rallying call for the fans to get behind their team.

The Ideas

With this in mind, the team got together to discuss some ideas around the general theme of passion, being part of a team and what it meant to be a devoted rugby fan. Concepts were thrown around, along with a miniature rugby ball, and much coffee was consumed! Eventually the list had been reduced to a few simple but effective ideas, each of them highlighting one element of the pride and passion that characterised what it meant to be a Blues fan. As Head of Content and Creative, it was my job to take away these broad ideas and add the headlines that would bring them to life.

The Chosen Approach

The creative approach that was chosen to be developed was ‘Blue through and through’. Everyone agreed that it screamed passion and also gave an opportunity to use some of the talented, young home-grown players in the campaign.

The Photo-shoot

The next stage was to arrange a photo-shoot around the training schedules of the players. This was attended by our Design Director, Geraint, who was there to help direct the photographer on what was needed from the shots and get the required ‘performance’ from the players. With Josh Navidi, Cory Allen and Rhys Patchell chosen as the faces of the campaign, bodies were painted, shirts were ripped and a new campaign was born.

The Design Stage

The following day, the photos were sent to the Uprise offices where Nathan, another of our Graphic Designers, got to work on enhancing the images. Gradients, textures and filters were used to re-touch the images, adding a bit more drama to the players’ already passionate performances. Once the look of the campaign had been agreed, it was then adapted to the various executions that were required, including outdoor, print leaflets and online banners for the Cardiff Blues website.

THE RESULT

The Blues then launched the campaign to run throughout the summer. For us, it’s another campaign completed, and we’ll be monitoring the results from it. In the meantime, we’ll be on to the next brief for the next client and the whole process will start all over again!

"Uprise work as part of our extended team at the Blues and always respond quickly to our requests. The campaigns they have delivered for the region have been consistently of the highest standard."



Rhys Blumberg
Head of sales & marketing, Cardiff Blues (2015)

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