In a world divided by COVID lockdowns, how do Canterbury Rugby harness the strength of unity and celebrate the best of British and Irish rugby?

By celebrating that a team is only as strong as the sum of its parts. The idea was to deliver a multiphase approach to spotlight the ‘game-changers’ in rugby at every level.

First, we engaged with grass-roots Lions Origin’s Clubs to promote the Lions shirt and tell the story of Shamaila - the first female Muslim rugby player. Then, we pushed the style credentials of game-changing supporter kit on from the expected ‘preppy’ aesthetic to be more relevant to a wider audience. Next, stills and moving image of the players were captured, under very strict COVID restrictions, to provide retailers with assets to sell the kit.

Finally, we showed a unique perspective of the British & Irish Lions Tour in a three part mini-series that followed the legendary Rala (aka ‘The Bag Man’) in an all access behind-the-scenes documentary, to an otherwise behind COVID closed doors tournament.