England Rugby has launched its campaign for the 2019 Rugby World Cup with the goal of celebrating the intrinsic link between the community and international levels of the game.
‘Rising Sons’ features a manga-inspired creative which seeks to reflect the rich culture of the host country Japan.
Key to the campaign will be bringing the players’ personal stories to life and reflecting on their journey from grassroots rugby to international level.
It will also take fans closer to the action than ever before by giving them an exclusive behind-the-scenes view of how the team are preparing for Japan.
Simon Massie-Taylor, Chief Commercial Officer of the Rugby Football Union, said: “Rising Sons is a message to the nation to get behind their team and roar them on to success in Japan. The campaign celebrates all that is great about rugby and the strong bond between the community and international game, while also reflecting the fact that Japan is a unique place for a Rugby World Cup to be held. It is a great opportunity for rugby to reach new younger audiences, while still entertaining and exciting those already in the rugby family.”
The campaign has been developed in partnership with creative agency Thisaway.