As the official Worldwide Partner of Rugby World Cup 2015, Land Rover wanted to help rugby fans here in Australia get into the spirit of the game. Recognising the fact that die-hard fans will be viewing the Northern Hemisphere matches late in the evening and into the early hours of the morning, we came up with the idea to release a limited number of personalised Land Rover Rugby pyjamas so that fans can enjoy the games with a touch of unexpected luxury. 

The campaign, which has centred on social media was launched by Land Rover Australia ambassadors posting photos of themselves in their personalised #FirstClassRugby pyjamas across their social media channels.

Client: Land Rover
Agency: SPARK44
Role: Concept and copy