Serenading legends, all 48 of them.

For rugby’s 200th anniversary, we invited a more diverse, next-generation audience to grow their love of the sport with the 2023 Rugby World Cup Player of the Match experience.

First, we made a trophy. A multi-sensory trophy design was created by next generation French product designers, Natacha and Sacha, with a high-quality speaker system built inside, triggered by motion.

Then we made it sing. Award-winning French music producer, Surkin, two next generation music artists, Philippine and SONGØ, along with a full cast of extremely talented people came together at Rue de Boyer studio in Paris to write, perform and mix unique, personalised tracks for each match.

Those tracks were woven together with broadcast commentary, clipped over the 80 minutes of each match and turned into the storyline of the announced POTM in the final minutes of the game.

Moments later, the standout player was presented with trophy.

Across all 48 matches, during the longest running international sports tournament in history. Then promoted out through social channels as bite-sized highlight films – so that a younger generation could be drawn in on their terms.

The project helped give Mastercard the highest share of voice among all sponsors at RWC 2023.

$552.7 in EMV. 229M campaign views and 37M impressions.

MEDIUMS:  BROADCAST, SOCIAL, ONSITE PRESENTATION

Role: GCD — Octagon London