The USA Eagles and New Zealand All Blacks were scheduled to face off on November 1, 2014 at Soldier Field in Chicago. It was destined to be a historic match as they haven't met on U.S. soil since 1980.
Our goal was to sell tickets and get people excited for the match, but knowing that rugby isn't that popular in the U.S., we had our work cut out for us. We created an integrated campaign which included out-of-home, online, video, print, and in-stadium signage.
And what a match it was! The stadium quickly sold out and over 100,000 people tuned in to watch these two rugby giants make history. (All Blacks crushed it btw.)