"The core values of rugby — which include discipline, integrity, teamwork, passion, solidarity and resilience — are principles which resonate in our day-to-day life," says Morgina Akinlabi from Mastercard South Africa.
"Mastercard, in its role as a worldwide partner of Rugby World Cup, wants to inspire people to embrace these values in their everyday lives, as life can be filled with challenges we need to tackle and moments where we need to scrum for support," adds Akinlabi.
According to the duo, the creative for the campaign brings this analogy to life by pairing images and footage of rugby and real-life moments and was rolled out on online videos and Out-of-Home executions.
"We are thrilled to partner with Mastercard for the Rugby World Cup Rugby is more than just a sport to the people of South Africa; it embodies their shared history, resilience and unity, serving as a powerful symbol of national identity," says Derek Coles from McCann Johannesburg.
"By daring to embrace truth and authenticity, McCann Joburg aimed to honour the deep-rooted cultural and emotional connections associated with rugby while also inspiring a renewed sense of pride and belonging within the nation," concludes Coles.
Individuals are encouraged to watch the videos
here.
For more information, visit
www.mccann1886.co.za. You can also follow McCann Joburg on
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