RFU And Matta Launch Red Roses Campaign
The Rugby Football Union (RFU) has launched a new multichannel campaign – created by UK-basedcreative agency MATTA – to build awareness and attention around the England’s Red Roses.
The campaign is designed to build support for the England team throughout the Rugby World Cup, which kicks off in New Zealand on 8th October. England Rugby are asking the nation to get behind the team as they face stiff opposition from the likes of France and Fiji in their group matches.
The launch film uses surreal visual effects to establish the idea of the #TEAMDREAM that unites the team and its supporters: that of winning the World Cup. The action highlights the training, skills and determination required by the players to take on this ultimate challenge in world rugby, spliced with shots of fans sharing in this ambition and getting ready to back their team.
The energy of the film is amplified by the music track ‘Nevasoft’ by Ms Dynamite.
The main hero film has now been released and it is supported though OOH and digital assets, all featuring a refreshed brand identity that will last the duration of the tournament.
RFU Marketing Director, Ewan Turney, said, “The Red Roses have an amazing opportunity to claim the ultimate prize in world rugby, excite the nation and build on their growing fanbase. This attention-catching campaign is designed to ensure everybody gets behind this #TEAMDREAM and follows England’s progress from the very first match!’
Matt Hunt, Executive Brand & Strategy Director at MATTA, added, “There is huge energy behind women’s sport at the moment and this fantastic team deserves to have the hearts and minds of the English people in thrall to their quest for glory in this pinnacle tournament. This Team Dream is something we hope everyone will get excited by over the next six weeks.”
