Scotland co-hosted the 2007 Rugby World Cup with France. This meant Scotland playing some key group matches at Murrayfield.
We were tasked with creating a buzz across Scotland’s capital and beyond. In 2006 Wayne Rooney became a living George Cross, daubed in blood red paint. In 2007 we decided Scotland should have its own response. Where the Rooney image was criticised as coarse and hooliganistic, our poster galvanised the nation and packed the terraces. And as a further teaser leading up to the big event, we produced a viral video demonstrating just how hard Scotland were preparing for Rugby’s greatest competition.
International rugby has another big competition too, the RBS 6 Nations. To promote Scotland’s home games against Italy and France we engineered some friendly rivalry by mocking some of each country’s most iconic paraphernalia.