Shauna Lewis
Aug 8, 2023

ITV puts its cards on the table in Rugby World Cup campaign

ITV is the sole broadcaster of the sports event this year.

ITV has turned to the occult in its campaign for the 2023 Rugby World Cup.

Created by in-house agency ITV Creative and directed by Sami Abusamra of Mister Tibbs, the hero film shows a man having his tarot cards read by a fortune teller.

Only it’s not his fortune she’s telling, but that of the Rugby World Cup. Turning over cards for South Africa (“The Champions”), Ireland (“The Grand Slammers”) and New Zealand (“The Legends”), she then turns over cards for Scotland, Wales, Japan, Argentina and hosting country France.

Finally, she turns over the card for England (“The Resurrected”).

When the fortune teller snatches the cards away, the screen reads “This one’s impossible to predict”.

ITV creative directors Jack McPartland and Shane O’Neil worked with illustrator Youssef Sabry to design 20 tarot cards, one for each nation participating in the tournament.

The cards drew on the culture and symbolism of each nation and Sabry said the project had given him the opportunity to “depict so much of the world and its rugby culture”, while still allowing him to keep his “artistic voice”.

Spanning across broadcast, out of home, social and influencer marketing, paid media has been planned and bought by EssenceMediacom. Media across ITV has been planned by Ben Yacobi and Alfie Carver.

Jane Stiller, chief marketing officer at ITV, said “these huge, unmissable TV moments are what make ITV so special” and added: “We wanted to create a campaign that reflected the brilliantly unpredictable nature of this year's tournament”.

The tournament starts on 8 September.

Campaign UK

Related Articles

Just Published

47 minutes ago

Moves and wins roundup: Week of October 2, 2023

A new month and new moves and wins from the World Federation of Advertisers, The Advertising Standards Council of India, Viddsee and more.

14 hours ago

Indian brands remain resilient during global ...

Tata Consultancy Services retains its crown as India’s most valuable brand while HDFC Bank, Infosys, Airtel and SBI make up the top five

14 hours ago

Print in India to grow by 8-10% in 2024: ICRA

However, ad revenue will remain below pre-Covid levels despite the upcoming general elections

14 hours ago

APAC Effies 2023: Leo Burnett India finishes second ...

Whisper is brand of the year followed by Oreo and Dutchie Partners Life