TBWA en Play Sports leggen de ruwe charme van rugby bloot

Sinds 5 februari loopt het Six Nations toernooi op Play Sports. Rugby dus. En dat is een sport waar wij Belgen niet echt vertrouwd mee zijn. Daarom bedacht TBWA in opdracht van Play Sports een campagne die fans van andere sporten warm maakt voor rugby: “If you like …, you’ll love rugby.” De crashes uit de F1, de tackles uit het voetbal, de sprongkracht van basketters, … Je vindt het allemaal terug in rugby. Maar dan beter.

Play Sports biedt fans van voetbal, basket, F1, en hockey al jaren het strafste van hun sport aan. TBWA wou van die sportfans nu rugbyfans maken. Hoe? Door te tonen dat het nog straffer kan. Op social media werden fans getargeted met beelden van hun favoriete sport, gekoppeld aan de nog ruwere uitvoering ervan in het rugby. Diezelfde ruwe charme werd in radio vergeleken met het iets minder ruwe, en iets minder charmante, voetbal.


Het Six Nations toernooi loopt nog op Play Sport tot 19 maart.

Contacteer ons
Thijs Muësen
Thijs Muësen
Over TBWA\Belgium

TBWA is not an advertising agency nor a marketing consultant. As The Disruption® Company, it profoundly believes in the power of creativity as an engine for the growth of brands and businesses. It offers integrated services from business and marketing strategy to user-experiences, product innovation, iconic branding, smart media, corporate reputations, and impactful campaigns. All integrated in a full-service proposition across the entire marketing value chain.  

TBWA sees the world through the eyes of Disruption®, a proven collaborative business tool to create step-changing growth. The methodology has a proven track record of business, marketing and communication disruptions created and implemented together with TBWA’s clients. 

TBWA is a global agency, but its approach and entrepreneurship are deeply rooted in the local Belgian market. With over two decades of experience and steady management, TBWA has demonstrated steady growth, robust performance, and strong commitment to Belgian brands and businesses such as Telenet, Delhaize, McDonald’s, D’Ieteren, Lotus, Engie, ING, NMBS, Barco, VRT and counting.  

TBWA measures its success by the growth and success of its clients. Together TBWA and its clients have won 19 Effies over the past 10 years and was awarded Effie Beast (as most rewarded company since the launch of the awards) in 2019.    

The biggest force of TBWA Belgium is its 200 creative minds, with diverse talents and skills, including strategic business and marketing skills, creative craft disciplines and a 70-headed in-house multimedia production unit. All of them work together collaboratively and multidisciplinary to turn ideas into reality with and for clients.  

TBWA is part of the TBWAGroup, a local holding consisting of TBWA and its sister agencies De Vloer and DDB. TBWA Belgium is part of TBWA Worldwide and Omnicom.  




Excelsiorlaan 75/77,
1930 Zaventem, Belgium