World Rugby is revamping its global sevens series with an updated brand identity ahead of the 2023-24 season due to begin in early December.
Created in partnership with London agency Dark Horses, the new identity will look to reimagine ‘HSBC SVNS’, as it will now be known, as not just a rugby tournament, but as a global sporting festival and must-attend experience.
https://www.youtube.com/watch?v=Sjw9BpXMmfE&ab_channel=CarolineMcCulloch
Taking place across Dubai, Cape Town, Perth, Vancouver, LA, Hong Kong, Singapore and Madrid, HSBC SVNS will showcase the world’s best sevens players throughout the 12 participating nations.
The creative will be led by a humorous 60-second spot that sees a fans ‘travel’ the world to experience the global sevens series to the fullest, showing off all the unmissable sport and culture that each city has to offer.
“World Rugby’s mission is to grow the sport beyond its traditional heartlands. That means making it more relevant, more accessible and more appealing to more young people and HSBC SVNS is central to that strategy,” World Rubgy chief marketing and content officer, James Rothwell said.
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“We are delighted to partner with DesignStudio and Dark Horses to create an innovative, exciting and distinctive identity and campaign for the ultimate festival of unmissable experiences.
He continued: “The brand identity and campaign signifies a fresh and exciting new chapter for Rugby, as we focus on celebrating the skilful nature of the Olympic sport in spectacular locations around the globe.”
Starring New Zealand comedian Barnie Duncan the film pokes fun at classic travel guide TV shows, with Duncan himself acting as our guide through the ‘magic’ of greenscreen.
A range of social media and digital assets will also be rolled out in support of the hero film, featuring some of the game’s top stars interspersed with vibrant ‘festival style’ graphics.
Dark Horses executive creative director, Steve Howell added: “You don’t have to love rugby, to love a weekend at the SVNS. And that’s what this work is all about: it’s not an event, it’s a destination that transcends the sport, unlike anything you’ve seen or experienced before.”
