W&K London unveils Nike work to support England rugby game

Wieden & Kennedy London has developed a one-off ad for Nike to run

this weekend in support of England's rugby match against the World

Champions Australia.

Inspired by the "rose" emblem of the national squad, the ad shows a rose

on which every thorn is numbered, one to 15, corresponding to the number

of players in a rugby team.

The ad aims to illustrate the premise that England's team has the

ability to deliver attacking rugby from every position on the pitch.

The work carries the simple strapline, "ouch", accompanied by the Nike

"tick" emblem. Wieden & Kennedy London said that the game's qualities of

fluidity and athleticism are a perfect match for the Nike brand.

The ad was written by Matt Follows and art directed by Chris Groom. Nike

is handling media planning and buying.

Ed Donald, the account director on the Nike business at Wieden & Kennedy

London, commented: "As a rugby enthusiast, it's great to work on

creative that demonstrates our understanding of the game and our ability

to appeal to rugby fans."

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