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Defender x RWC

Event / Stage design / Live show

PROBLEM
Amid fierce global sports sponsorship, JLR aimed for more than visibility at the 2023 Rugby World Cup. This was Defender’s breakout moment – evolving from an iconic name to a modern luxury brand. Success meant boosting global awareness, brand understanding, and future sales, especially among younger, more diverse audiences.

SOLUTION
'Embrace the Impossible' ‑ A Campaign Rooted in Resilience. To achieve JLR’s bold vision, agencies united and we launched Embrace the Impossible, a global campaign celebrating individuals who embody Defender’s spirit. Featuring rugby trailblazers like 90-year-old Japanese player Ryuichi and Cyril, founder of France’s first LGBTQ+ friendly rugby club, the campaign showcased resilience and determination across ads, stadiums, and even statues.

EXECUTION
Embrace the Impossible was more than a campaign—it was a full-scale experience.

CORE INVOLVEMENT (launch event):
We kicked off at Paris’s Palais de Tokyo, uniting trailblazers from rugby, fashion, film, and music, with British actor and grime trailblazer Kano headlining the event. We partnered with Unit 9 to bring the impossible to the stage, insane terrains and a rich narrative told through an immersive 180 degree screen.

RESULTS
Embrace the Impossible delivered big. It boosted brand awareness, affinity, and consideration while driving global engagement.
The campaign generated 64M PR views, 568M social impressions, and 82.7K new TikTok followers – nearly triple the target.

AWARDS SIZZLE FILM

TIKTOK EDIT