THE BRIEF 

The world’s top rugby apparel brand engaged Media Lab to develop innovative brand activation to celebrate the launch of the new Irish Rugby jersey.

Canterbury wanted to mark the event with an immersive experience that reflected their commitment from the grassroots of the game to the pinnacle of world rugby.

THE WORK

Canterbury wanted to capture the feel and excitement of a live match with surprise elements that would delight fans and Media Lab set about developing a bespoke photobooth experience to match the fever pitch of game day.

The creative team at Media Lab worked closely with Canterbury and the IRFU to gain a deeper insight into their objectives and designed and built a unique structure that housed the Media Lab customised photo experience inside a fully branded, unmissable surround.

All angles of the ‘game’ were captured through the hidden cameras as well as the Selfie Mirror, which caught the surprise and excitement on the faces of customers as they were treated to a visit from some of the players from the Ireland rugby team.

THE RESULTS 

• Rugby fans, young and old, were delighted by the chance to stand shoulder to shoulder with famous faces from the IRFU in an immersive event that captured the spirit of the game and the Canterbury brand.
• The engaging brand activation also allowed for immediate sharing on social media with designated hashtags allowing for extended social reach
• Every fan was able to take home a fully branded Selfie printout as a keepsake from the day they met the players.