RKCR/Y&R, Spark 44 and Land Rover Celebrate Grassroots Rugby

By Erik Oster 

Rainey Kelly Campbell Roalfe/Y&R and Spark 44 launched a rugby-centric campaign as the Worldwide Partner of Rugby World Cup 2015. Part of the campaign is a lengthy online spot documenting and celebrating grassroots rugby, which follows a recent broadcast spot. 

The online documentary-style effort, which clocks in at over five minutes, is part of the larger “#WeDealInReal” campaign. It bypasses the usual celebrity worship to tell the stories of eleven local rugby clubs from around the world and their players and rituals. The internationally minded effort showcases local clubs from the U.K., Ireland, France, Italy, South Africa, Japan and Australia. It’s a welcome change in approach from typical sports campaigns, and it’s admirable that RKCR/Y&R and Land Rover explored new stories rather than simply showcasing professional players. The downside then is the runtime, as it’s hard to imagine anyone but the most diehard rugby fans sticking around for the full length of the effort. That may be a symptom of the project’s ambition, showcasing so many different clubs, but it may have made more sense to break up the effort into shorter parts.

“It takes courage to turn away from the bright lights of the professional game and focus on the grassroots, but this campaign does just that with the wit and authenticity that marks out the very best Land Rover creative work,” said RKCR Y&R CEO Ben Kay. “It’s been a true labour of love for the team and we hope it will stand out brilliantly for the brand over the Tournament.”

Credits:Agency RKCR/Y&R, Spark 44
Creative Director: Jules Chalkley/Gethin Stout, RKCR/Y&R; Pete Harle, Spark44
Art Director: Martin Reed & Enrique Reija, RKCR/Y&R
Copywriter: Jonny Durgan, RKCR/Y&R; Kristian Wheater, Spark44
Business Director: Ben Caulfield, RKCR/Y&R; Hannah Sawford, Spark44
Agency Producer TAG: James Miller/Andy Walsh
Photographer: Adam Hinton & Charlie Campbell
Director/ Production Co.: Tom Barbor-Might / Partizan
Producer: Russell Curtis
Editor: Joe McNally & Colin Sumsion/ Big Chop
Post Production: Big Buoy

Sound Design: James Saunders – LFO
Typographer: Lee Aldridge
DoP: Aadel Nodeh-Farahani

Media planning/buying: Mindshare