The A to Z of Rugby
The Times and The Sunday Times is running “The A to Z of Rugby”, a series of 26 web films associated with the Rugby World Cup. The short films feature ormer rugby stars Lawrence Dallaglio, Sean Fitzpatrick, Gareth Thomas, Shane Horgan, Ben Kay and Tom Shanklin, all of whom will write for the Times and The Sunday Times for the duration of the tournament, as well as papers expert writers including Stuart Barnes, Stephen Jones and chief rugby correspondent Owen Slot. The A to Z of Rugby anthem is joined by All Blacks, Bench, Captaincy, Defence, Enforcer, Forwards, Gas, Home Advantage, Intimidation, Jonny or Johnson, Kit, Losers, Management, North vs South, Opposition, Poster Boy, Quick Ball, Rules, Scrum, Television Match Official, Underdogs, Victors, Weakness, The Ultimate XV, Youth and Zeal. The campaign is online at thetimes.co.uk/rugbyworldcup, is being promoted through posters and in-print advertisements.
The A to Z of Rugby campaign was developed at Grey London by chief creative officer Nils Leonard, deputy executive creative director Dave Monk, creative director Andy Lockley, art director Pauline Ashford, copywriter Mike Kennedy, type designer Veronika Safrankova, visual effects designer Meena Ayittey, agency producers Elaine Coyle and Joe Arojojoye, creative producers Martin McGinn and Claudia Casotti, content strategist Charles Olive, planners Mike Lean and Matt Kemp, business director Katja Giannella, account director Tim Rogowski, senior account manager Sophie Gosper.