Creative Design

BACKGROUND

Established in 1881, the Welsh Rugby Union (WRU) was one of the founding rugby governing bodies. A not-for-profit organisation, the WRU supports and develops over 300 member clubs, 4 professional regions, schools’ rugby, as well as the elite national men’s and women’s teams at senior and age group levels.

 

Every autumn, a series of matches are held at the Principality Stadium against teams from the Southern Hemisphere. In 2016, the series’ new sponsor was the sports brand, Under Armour, who are also the official kit suppliers to the Wales rugby team.

The Brief

A campaign was required to promote and generate early ticket sales for the Japan match. In comparison to matches against Australia, New Zealand and South Africa, this is usually a more challenging match to sell out. This was the first time that the WRU had simultaneously sold tickets to both rugby clubs and fans.

As well as an advertising campaign, a ticketing guide was also required. This was sent to all rugby clubs and debenture holders, explaining how they could purchase tickets for the 2016 Under Armour Series.

The SOLUTION

The campaign needed to be simple and direct, creating a sense of passion and drama around the match. In order to achieve this, we designed a dramatic background using a mixture of action shots and images of the players singing the national anthem.

The inspiration for the colour was taken from the gold and oxblood that appears on the Welsh team’s shirts. An angled white powder effect was added to create an energetic explosion behind the players.

The campaign was adapted to various media, including posters, leaflets, press adverts, bus shelter 6 sheets, lightboxes around the Principality Stadium and extensive online adverts, from fireplaces and banners to skyscrapers, MPUS and artwork for social media.

"UpriseVSI have been an absolute pleasure to work with and have a great grasp of our material and target market.We are delighted to have worked with such a focused and professional team."



Sarah Nash
Marketing Officer
WRU

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