Women's Rugby
World Cup 2025
Women's Rugby
World Cup 2025
Women's Rugby
World Cup 2025
The Women’s Rugby World Cup 2025 marked a defining moment for women’s sport, bringing the world’s best teams to England and inspiring a new generation of fans and players. With growing momentum behind the sport, the tournament presented an opportunity to elevate women’s rugby on a global stage.
The campaign set out to harness this momentum through a bold, high-impact creative direction that challenged traditional perceptions of rugby and positioned the tournament as an unmissable sporting moment, driving excitement, engagement and ticket sales.
The Women’s Rugby World Cup 2025 marked a defining moment for women’s sport, bringing the world’s best teams to England and inspiring a new generation of fans and players. With growing momentum behind the sport, the tournament presented an opportunity to elevate women’s rugby on a global stage.
The campaign set out to harness this momentum through a bold, high-impact creative direction that challenged traditional perceptions of rugby and positioned the tournament as an unmissable sporting moment, driving excitement, engagement and ticket sales.
The Women’s Rugby World Cup 2025 marked a defining moment for women’s sport, bringing the world’s best teams to England and inspiring a new generation of fans and players. With growing momentum behind the sport, the tournament presented an opportunity to elevate women’s rugby on a global stage.
The campaign set out to harness this momentum through a bold, high-impact creative direction that challenged traditional perceptions of rugby and positioned the tournament as an unmissable sporting moment, driving excitement, engagement and ticket sales.
Client
Rugby World Cup
Year
2024
Agency
Havas Play
Role
Design
Service
Campaign Identity
Credits
Bobby Ford
Lewis Oliver
Josh Pinard
Approach
The creative approach centred on building a raw, high-impact identity that felt impossible to ignore. Rooted in the contrasts that define women’s rugby, from grit and glory to rivalry and sisterhood, the direction aimed to capture the intensity of competition while celebrating the passion, power and spirit of the game.
Outcome
Drawing inspiration from the raw energy of fly postering, the campaign identity combined bold contrasts, layered textures and dynamic movement to create an unmistakable visual presence. Built as a flexible, scalable system, it extended across tournament partners, fixtures and campaign collateral, supporting a record-breaking 220,000 ticket sales, 50% more than Rugby World Cup 2021.
Approach
The creative approach centred on building a raw, high-impact identity that felt impossible to ignore. Rooted in the contrasts that define women’s rugby, from grit and glory to rivalry and sisterhood, the direction aimed to capture the intensity of competition while celebrating the passion, power and spirit of the game.
Outcome
Drawing inspiration from the raw energy of fly postering, the campaign identity combined bold contrasts, layered textures and dynamic movement to create an unmistakable visual presence. Built as a flexible, scalable system, it extended across tournament partners, fixtures and campaign collateral, supporting a record-breaking 220,000 ticket sales, 50% more than Rugby World Cup 2021.
Senior Designer
Open for work — Freelance
2026
Senior Designer
2026