With Guinness sponsoring the Rugby Six Nations 2020, they wanted to expand the social conversation away from just the hardcore fans, to also tap into ‘rugby flirts’. Working with agency We Are Social, I was tasked as Art Director to come up with the social look and feel for the KV strapline, as well as key pillars of the campaign. With Britain divided due to socio-economic pressures such as Brexit, Guinness invited fans from all nations to “Come as rivals, but leave as friends”. Celebrating the camaraderie unique to rugby- the ‘gentleman’s sport’. So rather than taunt your rivals, this campaign was a celebration of friendship and respect amongst European rivals. Where Guinness provided fans with a welcome opportunity to come together, with a 360 sponsorship campaign.
This was activated with a love letter to rugby launch film. Then sustained through Guinness’ ‘Gameday Live’ events, taking place on match weekends at Flat Iron Square, alongside live and reactive social publishing. To build further gameday hype, fixture food fusions were showcased on social stories to celebrate popular cultural dishes, which could be washed down with a refreshing pint of Guinness. Before going into production, I steered the art direction on all these elements, playing on the fly poster type rips and roughage for the KV strapline, the neon homage to ‘Gameday Live’, and a look and feel for the fixture food fusions. All of which were then brought to life by the amazing team I worked with at We Are Social.