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Dove Men+Care #ScrumTogether - Campaign of the Week from Activative
This is just one of many campaigns featured and analysed by Activative in its sponsorship monitoring service Activative Source. For more information, please visit www.activative.co.uk.
Dove Men+Care activates its home nations rugby union rights through the autumn internationals series with a campaign called #ScrumTogether which is led an emotive spot that reworks the Rudyard Kipling poem ‘If’ for rugby.
The ad, which is fronted by a set of stars from each nations including Sam Warburton, Cian Healy, Greg Laidlaw and Owen Farrell, revolves around behind-the-scenes, pre-game footage focusing on just what it means to be part of a rugby team.
The poem’s reworked lyrics are:
‘If you can get yourself psyched in the tunnel
And remember to squeeze the mascot’s hand
If you can stand united on the front line
But still acknowledge your army in the stands
If you can give a rousing team talk
Yet have a wise word in the new boy's ear
If you can belt out your national anthem
And be proud to shed a tear
If you can inspire your team from kick-off
And keep their heads up even if you’re 10 points down
If you can flag an opposition’s injury
And ease their cramp when they’re on the ground
If you can thank everyone who got you there
And the fans who come rain, snow (and sometimes sun)
If you can bear hug your enemy
Whether the battle has been lost or won
You’ll know the taste of real victory
And which is more – you’ll be a man my son’
Working with sports agency Essentially, Fast Track created the spot and the ad’s creatives were Sophie Clark and Fiona Clark. It was directed by Liz Unna and the executive producers were Nick Loader and Chris Chaundler.
The online spot rolls out ahead of a huge year for international rugby and the #ScrumTogether campaign will run right up to the 2015 Rugby World Cup.
The spot includes the campaign hashtag and twitter handles and the campaign aims to drive fans online to explore the brand’s range through see link.
The overall aim of the #ScrumTogether campaign is to champion rugby player dedication through online activity both on YouTube and across other social media platforms featuring the hashtag #scrumtogether and driven by the @dovemen account
It will continue throughout the Autumn Internationals and RBS 6 Nations, culminating in next year’s World Cup in England and will explore and highlight pivotal moments from the players in their careers (and the role of their families, fans and coaches who help them achieve their goals) through game-related, low latency branded content and both interactive competitions and promotions.
The umbrella objective is to celebrate the unifying power of rugby and champion the ‘rugby family’.
Comment
Dove Men+Care is the Official Supplier to the RFU, and Official Partner to the IRFU, WRU and SRU.
‘Over the last few weeks specifically, we are delighted to have worked with some of the most respected and talented names from those teams to deliver a video that captures and heroes the values of the game with which we are so proud to associate,’ explains Dove Men+Care brand manager Callum Galloway.
‘With a hugely exciting 12 months of rugby ahead, Dove Men+Care are proud to support all four home rugby unions.’
#ScrumTogether follows the brand’s 2013 rugby activation that ranged from ScrumCam (which took fans inside the scrum to show the pain etched across the faces of the Welsh front row and highlight the extreme pressures placed upon the scrummagers' upper bodies and even their faces),
to a focal spot that followed the players preparing the pitches for matches (from lowing the grass to painting the lines).
Links
Dove Men+Care ScrumTogether Twitter
#scrumtogether
@dovemen
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