McCann Sydney creates priceless moments in Rugby World Cup 2011 campaign for MasterCard
MasterCard’s RWC 2011 Sponsorship campaign has commenced with three ‘films’ appearing on TV in Australia and New Zealand, in both 30 sec and 2 min formats.
An extended 4-minute version of each of the films will appear online and in selected tv sports programs in Australia and New Zealand, and other MasterCard regions.
Developed by McCann Sydney, the campaign focuses on uncovering the emotional stories behind the well-documented on-field priceless moments. The moments are brought to life by a range of people – not just the players – by exploring their take on each moment and what it meant to them.
The first of the three ‘films’ takes us to Samoa to recount the moment when this tiny nation achieved the amazing feat of defeating the powerhouse of Wales at Cardiff Arms Park in what was perhaps the biggest upset in RWC history.
The campaign then takes us to Wairarapa – a tiny rural town in New Zealand where the All Blacks trained and stayed with local families before going on to win New Zealand’s only RWC crown in 1987.
The final film is taken from the emotional 1995 RWC won by South Africa, in which local hero Chester Williams helped unite the nation by his presence in the team and a blistering performance. We meet Chester, his father and the people to whom that moment meant so much.
Says Michael Raso, executive creative director of McCann: “MasterCard is the official Worldwide Partner for Rugby World Cup 2011. As a brand MasterCard has owned ‘priceless’ for over a decade, so the connection between the two felt very natural.
Every Rugby World Cup has priceless moments that define it. Our intention was to capture these moments as told by the people who created and or experienced them tying up the end with the line – witnessing history: priceless.
The challenge was to find the right individual and story to create the emotion and passion for this campaign. Working with the account team to find the best stories was key. Ultimately collaborating with Richard Bullock, the director of the spots, was integral in creating pieces that were truly authentic. For the stories of real life events when told correctly can move people.”
Raso continued: “We had a very detailed plan of what we wanted, we knew who we wanted to talk to, but sometimes magic happens when you find other interesting bits, like a teenage South African who makes up a rap on the fly in front of the cameras.”
Along with the films, additional content can be found on the campaign website, which has been has been developed by MercerBell.
Universal McCann and Draft FCB handled the media in Australia and New Zealand respectively.
This marks Raso’s first fully integrated campaign for the agency since his arrival in January.
Photo credits
Top – South Africa TVC
Bottom – Michael Raso and Richard Bullock on location
8 Comments
There was an interesting story in the samoa spot, sadly mccann missed it.
Whats wrong with this image?
Come on! Poverty and credit cards? This is tasteless.
I’m not into rugby. I’m not into Mastercard. But I love these spots. Cos for once, a brand isn’t shoving its branding down my throat in the disguise of a sponshorship.
Also, these films are more about the beauty of the human spirit and less about rugby. A refreshing change from the usual rugby ads out there. Favourite has to be the south africa spot though. “Ran into the police station naked bru”. I’ll never forget that line.
that’s a very long press release
also, i like how they put ‘films’ in quotation marks
@ 7:21 your an idiot
Nice spots guys!
1:59
You’re obviously a junior, as you spell ‘you’re an idiot’ ‘your an idiot.’
Which is ironic.
no credit for any other creatives. a true one man band
I love rugby. I loved watching the 87 World Cup. I love these spots. Well played McCann.
Memo to ARU: Rugby is more than just elite sportsman and a few celebs. Try using the people that actually volunteer, sacrifice and have something to do with grass roots rugby or at least the players involved in the campaign instead of all this pompus grandstanding rubbish.