Inspiring a nation

Scottish Rugby Union: We Are Scotland

With results disappointing on the pitch, the Scottish Rugby Team needed to find a deeper connection with the country it represents. To inspire players and fans alike and build a proud following for the home internationals played at Murrayfield Stadium. After all, what good is a national team if it doesn’t have the nation behind it? They needed to become Scotland.

We created a campaign that showed how the fifteen players on the pitch embodied the same qualities as the beautiful, rugged and physically powerful country they play for: Solid as granite. Fast as the wind. Free flowing as the burn. Scotland’s team shaped by Scotland itself, encapsulated by the line: We are Scotland.

The nation’s pride in its country rebuilt support for the Scottish Team. From rousing films played on the Murrayfield big screen before kick off to inspirational words lining the player’s tunnel, we created a truly national identity for an international team.

The results spoke for themselves. Murrayfield Stadium was regularly filled to capacity, with advance tickets sales up on previous years. A closer relationship between fans and team was also evidenced by fan database sign-ups exceeding 200,000 during the campaign.

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