IMPOSSIBLE TO PREDICT
With competition at an all time high, this Rugby World Cup was just too hard to call. Even the experts couldn’t settle on a winner. So we turned to the mystics and created 20 insightful tarot cards, one for each nation. Sparking debate, creating suspense, attracting new viewers and rewarding fans.
Acclaimed comedy director, Sami Abusamra took our script and created a magical and memorable TV spot.
OOH executions featuring the tarot cards were rolled out across the UK.
We got the cards into the hands of pundits and key influencers to create content that really resonated with fans.
The card designs became the basis for the tournament’s visual system across ITV’s streaming service, ITVX.
The campaign sent fan forums and rugby press into melt down and even formed the basis for an in-depth article about England’s form in The Times.
ITV’S MOST WATCHED SHOW OF THE YEAR
BEST RUGBY WORLD CUP RATINGS FOR 20 YEARS
60 MILLION STREAMS
52% OF ALL MEN IN THE UK REACHED
*And all without showing one single bit of rugby action.
My Roles
Ideation, Creative Direction, Copywriting, Art Direction
Clients
ITV