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, is being promoted through posters and in-print advertisements.

Rugby World Cup The A to Z of Rugby

The Times A to Z Rugby World Cup site
Dallaglio minus the mouth guard
Sean Fitzpatrick World Cup
Stuart Barnes Debate Shadow
Shane Horgan Great Lines
Ben Kay The Scrum


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.

Filming was shot by director Myles Desenberg via Archer’s Mark with producer Joshua Buckingham, executive producer Adam Booth, director of photography James Blann, editor Nicholas Buer.