Mastercard Rugby World Cup 2011
MasterCard, sponsor of the Rugby World Cup, is running an integrated advertising campaign focused on connections between players, fans and the history of the game. Australian and New Zealand fans were invited to win a chance to witness history at the Rugby World Cup by using their Mastercard online at mastercard.com.au/rwc2011.
The first film recounts the moment when this Samoa achieved the amazing feat of defeating the powerhouse of Wales at Cardiff Arms Park in what was perhaps the biggest upset in Rugby World Cup history.
New Zealand coach Brian Lochore explains sending the All Black players to a small town in the Wairarapa in New Zealand prior to the 1987 Rugby World Cup.
The final film is taken from the emotional 1995 Rugby World Cup 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.
Legendary All Black Buck Shelford answers fan questions in the lead up to RWC 2011 kick off. Ask your own questions at rugbyworldcup.com/mastercard.
The History campaign was developed at McCann Erickson Sydney by executive creative director Michael Raso, agency producer Ros Payne, associate producer Ben Swaffer and senior account director Isabel Cox.
Filming was shot by Hungry Man director Richard Bullock via Prodigy Films with director of photography Peter Eastgate, executive producer Jonathan Samway, producer Ben Swaffer and editors Jason Diffin and Adam Wills.
The campaign website was developed by MercerBell.
Media was handled by Universal McCann in Australia and DraftFCB in New Zealand respectively.
The Ask Buck campaign was created by executive creative director Carla Echevarria, associate creative directors Paul Dery and Ben Smith, senior designer Adam Jesberger, group account director Kelly Kernaghan, senior producer David Kalvert, producer Nigel Goodman, technical lead Mike Brennan, a collaboration between R/GA’s New York, Singapore and London offices.