Charles Rubinoff

Overview

San Francisco hosted the world championship of rugby sevens and we were thrilled to share the news far and wide. We worked with local agency Teak to put something together that both showcased the exciting, fast-paced nature of rugby and also the iconic setting of the games.

In this project, I helped define the creative theme of the campaign, landing on a sense of play to align with the sport itself and the fun nature of San Francisco. I defined the particular icons featured in the video to give a strong sense of place. And I helped refine the visual style shown throughout. 

Background

The Rugby World Cup Sevens was an international quadrennial tournament that moved around the world. It featured a faster version of the already intense sport of rugby.

Goal

Raise awareness of this event in San Francisco to reinforce the already strong interest internationally and boost attendance from domestic fans as well.

Challenges

n the busy sports landscape of the Bay Area, we needed to promote this unique event to maximize attendance.

Solution

We decided a video would be the centerpiece of a campaign to promote this tournament and this would best showcase the dynamic action of rugby and highlight the iconic location of the games to be played.

In the video, a ball is passed around various landmarks that clearly represent San Francisco and an upbeat soundtrack helps bring the energy to a fun, engaging video. 

Impact

Over 100,000 fans attended the three-day tournament, which was a record-breaking crowd for a rugby event in the United States.

Learnings

I certainly learned a bit more about the sport of rugby. And this was an early project with a particular external agency of ours who we went on to partner with for many more projects. It was a great opportunity to learn how to efficiently and effectively work with this outside team.