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The World Cup has started; it’s time to earn your shirt

Havas Lynx’s sister company, H4B Manchester, shows its talent for combining health and wellbeing with consumer insights, by creating a campaign for Kitbag.com, spoofing the brutal conditions rugby players train in, to tie in with this year’s Rugby World Cup.

The campaign encourages supporters to get up, get moving and earn their team’s shirts to show their support during the Rugby World Cup. It follows ‘ordinary’ Marty, Gareth, Barry, Wendall and Nigel as they push themselves to extremes to earn their shirts. The adverts, available on YouTube, have racked up more than 80,000 views and have seen, rugby merchandise sales rocket.

The ‘Earn Your Shirt’ series was shot by comedy director and actor, Kyle Shepard of Dafty TV, and comprises posters, emails, social media and eight videos. Narration is provided by rugby veteran, Brian Moore, whose 64 caps for England, and participation in two British and Irish Lions tours, five tests and the series in Australia in 1989, adds leverage to the entertaining videos.

The campaign offers a sneak peek at what’s to come from the agency under creative direction from Chief Creative Officer, Tom Richards. Tom said: “It’s great to expand our creative reaches to more mainstream brands, while maintaining our focus on health and wellbeing.”

As well as promoting the importance of sport in our wellbeing, the campaign takes Kitbag.com, primarily known for football merchandise, into the world of rugby fans.

Tom Dell, of Kitbag.com said: “H4B definitely earned their shirt, delivering a robust integrated campaign, built on real rugby insights and using clever humour to connect to our new audience.”

Featuring five local comedians, the campaign will bring a smile to your face. What are you going to do to earn your shirt?



About H4B Manchester
H4B Manchester is a full service agency with expertise in health and wellness, designed today around the diverse needs of tomorrow. In under a year, the agency has gone from a team of 6 with 1 key account to a team of 22 with 4 AOR clients across EMEA.
Born from H4B Chelsea, Havas Worldwide and Havas Lynx, H4B Manchester provides a potent blend of strategic excellence, digital innovation and flawless execution to create contemporary brands that count.

15th December 2015

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