Race to the World Cup
Creative Development, Ideation & Strategy
Digital Media Marketing
Worldwide Creative Project Management
DHL Global is a brand that is synonymous with rugby around the world. As one of the official partners of Rugby World Cup 2019 in Japan, the brand sponsored adventurer Ron Rutland on a 20,000+ km cycling expedition across 27 countries, from London to Tokyo, to deliver the official match whistle for the opening game of the global showpiece event. Over 230 days, Ron and fellow adventurer James Owens embarked on a remarkable journey exploring human connection and we were tasked with documenting this through various content outputs.
With a relatively blank slate, our team went about planning how to bring this adventure to life. We could not travel the entire way with them but we need to ensure we had as much of the story captured as possible. The first layer was to equip the boys with camera systems that could tell their first-person perspective, the second layer was to logistically plan where our micro cinematic crew would meet up with them at 8 key points along the trip and spend adequate time with them to build our core story. The final layer was getting all of the footage back to Cape Town to sort for use across various social media outputs on the DHL Social Media channels.
Stills Behind the Scenes
results & observations
The project was a wholehearted success. We delivered the content as required with no major dramas throughout production. The expedition was in aid of funds to be raised for the official RWC charity Child Fund Pass it Back which successfully raised over R 1,000,000 through the Race to the Rugby World Cup. The official reach was x . Finally, and most notably for us, the CEO of DHL global offered his personal congratulations for the project and a feature documentary film was commissioned by Global Head of x Fiona Taag. This feature film is currently in post-production and is set for release in 2020.