Case Study
The Currie Cup
Where Legends Rise
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Case Study
The Currie Cup
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The Currie Cup
The Currie Cup –
Where Legends Rise
Back in 1890, unlike every other tournament anywhere, where the scoreboard determines the winner, the Currie Cup was to be won by the side who played with the most heart and grit.
“Where Legends Rise” is a celebration of this near-mythical legend of a cup from which all subsequent Southern African rugby legends have risen. To this day the Currie Cup remains the fire in which Springbok players are forged.
The campaign was everywhere. TV, print, social, radio – the works. It played out as a compelling seven-month narrative, unpacking the stories behind the rising stars. Like Yves Bashiya, who narrowly escaped becoming a child soldier in the DRC, or Bobby de Wee, who was mauled by a lion as a child. The campaign gave the next generation of South African rugby real heart and personality.
Fun fact: the sequence of shots had to be done in the order of the food chain – horses first, then eagles, bulls, cheetahs, and finally lions. Live predators are one thing, but even scarier is customizing all the creative assets 15 different ways.
LEGO X Star Wars
Springboks
Samsung
Reebok X AKA
ESPN
Jungle Beat
Sony Mobile
Reebok
Reebok
BP
Music Videos
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