Canterbury
H224
Insight
Rugby is still behind football when it comes to creating boots designed specifically for certain archetypes of play style. Canterbury’s new range was looking to change that with the Stampede for forwards, Speed for wingers, and Phoenix for the hybrid players who do a bit of everything and can change the game in a second. Now they needed to tell the relevant stories to get the right boot in front of the right player.
Challenge
With three different boots for three very different types of players, we had to express the performance benefits of each silhouette, but presented as part of one cohesive campaign. Each execution needed to be distinct, yet connected. The audience had to be able to see themselves in at least one of the boots, so we were left with the oxymoronic challenge of creating a campaign that felt both personally bespoke as well as universally relevant.
Change
From developing existing narratives for Speed, to creating new lore for Stampede, to making original moves with Phoenix – each execution told a different story, but all came together to maintain Canterbury’s new category-leading strategy to ‘Revolutionise Rugby’. We created distinct worlds for each range leaning into themes of anarchy, alien invasions and fire – none of which immediately spring to mind when you think of a paradoxically polite behemoth who calls the ref ‘sir’ before smashing into another giant human, but that’s exactly why they formed the perfect conceptual red threads to continue moving Canterbury forwards.
Insight
Rugby is still behind football when it comes to creating boots designed specifically for certain archetypes of play style. Canterbury’s new range was looking to change that with the Stampede for forwards, Speed for wingers, and Phoenix for the hybrid players who do a bit of everything and can change the game in a second. Now they needed to tell the relevant stories to get the right boot in front of the right player.
Challenge
With three different boots for three very different types of players, we had to express the performance benefits of each silhouette, but presented as part of one cohesive campaign. Each execution needed to be distinct, yet connected. The audience had to be able to see themselves in at least one of the boots, so we were left with the oxymoronic challenge of creating a campaign that felt both personally bespoke as well as universally relevant.
Change
From developing existing narratives for Speed, to creating new lore for Stampede, to making original moves with Phoenix – each execution told a different story, but all came together to maintain Canterbury’s new category-leading strategy to ‘Revolutionise Rugby’. We created distinct worlds for each range leaning into themes of anarchy, alien invasions and fire – none of which immediately spring to mind when you think of a paradoxically polite behemoth who calls the ref ‘sir’ before smashing into another giant human, but that’s exactly why they formed the perfect conceptual red threads to continue moving Canterbury forwards.
