ASAHI X RWC

We were challenged to create a closing montage to summarise the 2023 Rugby World Cup for Asahi Super Dry, bringing to life the iconic moments, the highs, and the lows of the tournament. This one was very close to Joan’s heart and is one of her favourite bits of work (and not just because we got to work with one of the funniest VO artists we ever met).

As with all the social content for the sponsorship, we were shining a light on a sensibility that’s unique to rugby: the idea that win or lose, all our differences are set aside at the end of those 80 grueling minutes, and rivals become friends.

The Japanese call this concept ‘No Side’, so Joan wrote a manifesto to accompany our ‘No Side’ post-tournament film. All the footage was taken from the 2023 World Cup tournament, and we specifically chose clips where the teams and fans were embodying the spirit of No Side. Our tournament recap was posted as an organic post and reached 35,983 people – 33,887 of whom did not follow the Asahi Super Dry Instagram account – way above average for the brand.