Guinness

Men's & Women's Rugby Six Nations 2021

Your home of rugby.

The Guinness Six Nations took place behind two sets of closed doors. No fans in stadiums and none in the pubs (Covid-19). So how did we ensure Guinness inspire people to make the most of the at home rugby viewing occasion and buy lot’s of Guinness in a can to drink at home? With our ‘Home of rugby’ campaign pitting the Six Nations as a Super Bowl-style event. Inspiring people to bring the seven weeks of sporting passion into their house by elevating rugby viewing at home into an occasion that goes beyond 80 mins. Your stadium, your rules, your home of rugby.

As Art Director and Design Lead I oversaw a team of designers to deliver all assets for this campaign, across multiple mediums, including: A launch film reframing the at home occasion; Food partnership IGTV series with MOB Kitchen; LIVE Cook along with rugby legends, influential chefs and MOB Kitchen in collaboration with Facebook Portal; Social match reactives; Ongoing competition to share your Guinness #PreMatchPour at home ahead of fixtures to win epic prizes. All activated across various social and digital channels.

Cook Along

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Mob Kitchen IGTV Series & #PreMatchPour

Match reactives

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Giphy stickers

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Never Settle.

Did you know that women’s sports coverage in the media reportedly accounts for just 6% of the overall total? To promote the 2021 Women’s Six Nations Championship, we created ‘Never Settle,’ a campaign that aimed to increase the visibility of women’s rugby, through a range of assets across social media. 

Guinness looked to help change this from its position as the biggest brand in rugby. The campaign was launched with an asset that used a Guinness pint as an analogy to illustrate how women are seen in just 6% of sports media coverage. My role as Art Director & Design lead saw me once again oversee the creative delivery of every asset that came out of the agency.

Spotlight

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Match reactives

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Role call & final hype

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Campaign results

18.8m

Impressions

10.8m

Reach

0.38% CTR

On Twitter (280% above target)