Rugby isn't (yet) the primary sport in Canada. But with the growing interest in the sport, The Toronto Arrows R.F.C., Canada's professional rugby union club, wants to draw in new fans.

However, unlike soccer or hockey, rugby is not a self-explanatory sport. So to help make it more understandable for the newbies, LP/AD put together a copy-driven "explainer" campaign, which hopes to highlight what Rugby is all about to new fans. And do that in an eye-catching and provocative way to draw immediate attention. The chosen tone of voice points to the light-hearted atmosphere of the game and welcomes those who know nothing about rugby (yet) to the family.  

The campaign's showcase touch points are large-format OOH in and around Toronto, Canada, strategically placed in high-traffic areas near the sports stadiums and GO train stations. The digital component, targeted at sports fans, explores more of the copy.