The opportunity:
Raise awareness and push participation in ESPN’s Six Nations Fantasy Rugby.

ESPN asked us to help them promote their Six Nations Fantasy Rugby platform. The premise is simple. Select 15 of the biggest, fastest, strongest and most skillful players in the Six Nations to make up your team. Tinker with your team between rounds. Players score points in multiple ways, from both an attacking and defensive perspective. Fans win tickets, signed memorabilia, and ultimately bragging rights.

The insight:
Fantasy Rugby gives a whole tournament a new level of participation and enjoyment for fans. Even if their own team is having a shocker.

No doubt, fantasy sport does two things very effectively; connects fans to individual players more meaningfully, and widens fans’ sphere of interest in the tournament as a whole.

The idea:
Support everyone.

Don’t just get behind a team, get behind the tournament.

The execution:
30 seconds of hand-painted TV ad.

We deliberately wanted to avoid creating ‘TV wallpaper’. A montage of sporting footage on the BT sports channels would have about as much standout as an ice cube in the Arctic. We needed something relevant and relatable but that would stand out graphically. Flags seemed like the perfect visual vehicle, and the hand-painted finish gave us the ‘edge’ we were looking for.