Men’s amateur rugby in England is facing a crisis, a high number of ‘Social XV’ players have not returned to rugby since Covid. This has seen a c.15% reduction in club matches completed and 27 teams have dropped out of RFU leagues.

Inspiring these players back to the game we created the campaign on the insight they’ve forgotten what they really loved about playing rugby. It’s not just kitting up, changing room buzz and muddy glory.

The film portrays familiar moments building up to kick off, bringing it back to earth with the fond realities of the amateur game, beyond the 80 minutes of the match.

The campaign ran as paid YouTube, and social with posters in and around Twickenham stadium for the 2022 Autumn Internationals. The film was also played in fan zones and stadium.

Paid social 20” cut down