The challenge:
Lack of awareness was not just an issue for the team, it was an issue for the sport.

When we started working with our friends at AG Rugby, they were wrestling with the fact that awareness about the team was low, but understanding about the sport of rugby was even lower.

The insight:
Having a logo doesn’t mean you have an identity.

For rugby brands, there are a vast number of fan touchpoints; online, offline and in-stadium. While the team had a logo, they had no harmony of brand across all their touchpoints.

The idea:
If you like football, you’ll love rugby.

We built our campaign around football – something that already resonates deeply with Texans, and in each instance, we showed how rugby is a level-up from football.

The execution:
TV, OOH, pitch-side live posting on game days, and everything in between.

We developed and rolled out a coherent brand identity, look and feel and tone of voice that impacted anything and everything that the team did from that point forwards.