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Nike: Wear it Proud


Brief
Raise awareness of the new, purple England rugby shirt.

Solution
We created a campaign to share the heritage of the purple shirt, a not entirely popular design at the time.

Role
Wrote all the campaign copy
Developed the seat-card concept

  The Campaign  We created a rousing manifesto to stoke support for the England rugby team ahead of the kit launch. 

The Campaign
We created a rousing manifesto to stoke support for the England rugby team ahead of the kit launch. 

 The Wear it Proud manifesto was displayed in the window of NikeTown in full view of thousands of shoppers every day on London's Oxford Street. 

The Wear it Proud manifesto was displayed in the window of NikeTown in full view of thousands of shoppers every day on London's Oxford Street. 

 When England played Argentina at Twickenham, we placed seat cards on every chair in the stadium. Before kick off, 80,000 fans held up their seat cards to reveal the message: Wear it Proud. This was also carried on the jumbotron and the perimeter boards during the game. 

When England played Argentina at Twickenham, we placed seat cards on every chair in the stadium. Before kick off, 80,000 fans held up their seat cards to reveal the message: Wear it Proud. This was also carried on the jumbotron and the perimeter boards during the game. 

 To explain the heritage behind the purple shirt, we created a video featuring England legends Will Carling and Rob Andrew. The seat cards featured a number rugby fans could text to receive the film for free. 

To explain the heritage behind the purple shirt, we created a video featuring England legends Will Carling and Rob Andrew. The seat cards featured a number rugby fans could text to receive the film for free.