Rugby World Cup 2003
Rugby is perhaps the sport providing the biggest challenge in the attempt to create innovative, design-led communication. But as National kit sponsor in 2003, adidas wanted to spread the word through all tiers of their market and the commission requested a high visibility brand statement which also impressed the cynical and disinterested in central London. The result was a 2 tier campaign, resulting in a giant rugby ball installation and a series of played-out road-side rugby scenarios (Design BCD). Situated in (Royal) Regents Park, the ball acted as a ‘trojans horse’ style ad device, whereby permission was granted as a genuine sculpture, but it was constructed by thousands of adidas branded rugby balls.
