Young’s Pubs: The Rugby Love
We led strategy and creative, and wrote the film script, for Young's Pubs to herald their Year of Rugby, positioning their venues as the natural home for fans to experience the big tournaments together.
The idea, The Rugby Love, explored the sport's capacity to forge deep bonds across communities, from grassroots to international level, connecting Young's pubs with the people who gather in them to cheer on their teams, and anchoring a fundraising initiative for rugby-associated charities including The Wooden Spoon, Wheelchair Rugby, Maddy's Mark and The School of Hard Knocks. The target was £150,000; the campaign raised £200,000.
A limited-edition Drop Gold ale - with 20p from every pint going to the cause, served in a glass carrying our rugby ball and heart logo - gave the campaign a tangible, celebratory object that doubled as a Valentine's gift for any rugby-loving household.