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
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."