Vodafone haven’t sponsored a major sporting event in years (Man Utd anyone) – so the announcement last year of their sponsorship of the British and Irish Lions rugby team was a huge deal. The challenge for a hugely anticipated tour against the current world Champions South Africa, was knowing that this would be a tour closed off to fans because of the pandemic. The task for Vodafone was clear – how do you bring the Lions closer to fans, when they can’t physically be there.
Beginning with the announcement of the sponsorship, Ogilvy and WWP's Team Red built a creative identity for the tour and followed up with an integrated campaign that brought to life Vodafone’s role as a brand and within the sponsorship itself – connecting you to the things that matter. Created by Tom Webber and Nick Sheppard, the film aims to create the feeling of being connected and united. It was directed by Brent Harris at Birth.
The work included a 60” TVC launch spot during the England v Scotland Euro 2020 game, idents for Channel 4’s sponsorship of the tour, and was further amplified by a 3D OOH Piccadilly Lights takeover, as well as the stadiums in South Africa – the campaign shows our Lions on the Loose, building anticipation and excitement for the series ahead.
