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.