Australian Rugby on a global platform
Visualising a call to arms for Wallabies fans all over the world by energising an inherently iconic Australian brand.
To unify Australian rugby fans behind the struggling Wallabies team in their lead up to the 2020 Rugby World Cup, we created a rallying cry for fans, players and supporters. ‘Blood runs gold’ references the enduring Australian spirit in times of defeat, and aimed to unify the Australian rugby community both locally and internationally.
The artworks were rolled out over the course of two years across OOH, digital, print, social, merchandise and PR.
Creative Director: Eric O'Brien
Strategy Director: Elissa Gillon
Account Director: Kelly Eastcott
Campaign strategy
Art direction
Road to Japan
Building on the ‘Blood runs gold’ campaign, to promote the Wallabies journey to the 2020 Rugby World Cup in Japan, a visual campaign was created to depict the collision of Australian and Japanese culture through iconic japanese illustration - The Seigeiha (the immortal geisha) and The Wave.
The artwork was used in OOH, digital and social throughout Australia and marketing channels across Japan.
