Brief:
Adidas wanted to promote sport programs in cities. We were allowed to choose the city and from there create a campaign which would promote a certain sport in that city.
Solution:
I chose the city of Rome and selected rugby. Italy have famously struggled with rugby so I looked into why that was. The three key aspects were they prioritise size over skill, they don’t have great youth development and many young players don’t get the chance to play properly. I created a Rugby 7s tournament which would address all those problems and give younger players the opportunity they need.
