Campaign Strategy

Nike sells more than shoes, it sells a story that connects with their audience through emotion and cultural relevance. To carry this through into our experience, we tapped into creator driven loyalty to tell the story of the try-on.

A second-hand marketplace for the cool kids of London, Paris, New York, and LA; Depop is a cultural sensation. While their following was growing fast, they didn’t have a singular proposition to rally behind.

We decided to start a movement, and created ‘We the unfollowers’. Based on what it means to be part of Depop’s community, we built the brand on the idea of rejecting the norms and being proudly and authentically yourself.

To understand what makes women’s rugby so unique, we met with players, coaches, referees and fans around the world, from grassroots to the highest levels of the sport. We discovered that, more than any other sport, it is differences within the team that made it great. In this way, women’s rugby felt like the Ultimate Team Sport.

We developed a campaign strategy around inclusivity: a defining feature of the sport. Together with World Rugby, we set some major ambitions. Firstly, to attract new players, fans and support around the world. Second, to authentically capture women’s rugby’s unique energy and spirit. Third, to create something that didn’t look, sound or feel like any other sport.