Carling Currie Cup Campaign

Advertising beer CarlingCurrieCup Rugby Sponsorship sports tournament

Carling Black Label became the new title sponsor of the prestigious and most historical rugby tournament in the world - the Currie Cup.

We've put together a campaign that introduces Carling Black Label, the newcomer to the tournament, to the world of rugby and encourages men to find ‘The Gold Inside’.

INSIGHT

Every man, watching or playing the game, has had to overcome challenges. Every man, on and off the field, has felt the need to prove themselves at some point in their lives.

IDEA

The Currie Cup is about finding the gold, it’s where champions are made. Every man has it in them to be great but it’s not always that easy to become the person you want to be. We want to motivate the players and ordinary South African men to push themselves to be better. To get back up when life pushes them down. To bring out the gold they already possess within them.

Our idea was expressed as:

Reach for Gold.

ROLL-OUT

Manifesto - Digital Film

We launched our campaign by posting a manifesto film on all Carling's social channels.

Key Visual

Our visual was beautifully shot and crafted for the occasion with an exact replica of the very old Currie Cup surrounded by the Carling Black Label Beers. This was adapted and rolled out across all the channels.

Additional Elements
With any sponsorship comes a myriad of branding opportunities. We designed everything from in-stadium billboards to Man of the Match cheques and even a winner stage. It was definitely a bonus to be able to design these elements and see them on the TV the very next day.

In-Stadium Billboards
With Covid still going strong, there could be no spectators attending the games. Instead, seating was used as advertising space and covererd with huge billboards.