Guinness | A Love Letter To Six Nations

  • Kenneth M

Challenge: Activate the Guinness Six Nations title sponsorship to gain traction with ‘rugby flirts’ beyond just hardcore rugby fans. Idea: While Brexit was driving people apart Guinness invited people from all nations to “Come As Rivals But Leave As Friends”. To expand the conversation with ‘rugby flirts’ we tapped into the political Brexit backdrop by celebrating the camaraderie unique to rugby that puts goodness and respect above bitter European rivalries, reframing the championship context as a welcome opportunity to come together. Highlights: Our three month campaign kicked off on Brexit day with Andrew Scott delivering an ode to the camaraderie at the heart the championship that brings citizens of Europe together. The three month campaign kicked off on Brexit day with Andrew Scott (the priest from Fleabag) delivering an ode to the camaraderie at the heart of The Guinness Six Nations. More here: https://www.krmzo.com/guinness-six-nations-2020