Description: Guinness is preparing for the Rugby World Cup with an interesting tale of a team who defied the odds.
The ad unfolds the struggles of Japan’s first woman rugby squad, Liberty Fields. With no coach, no doctor and virtually no support, the women defied the social conventions of 1989 Tokyo to become the first team to represent their country at the Women’s Rugby World Cup. Sadly, the enthusiastic group was no match for France’s team, who threw them out of the game in the first round. But however short lived, the achievements of Liberty Fields are one of many small steps towards gender equality in the sport.
Alongside the TV commercial, the brand has released a five-minute documentary showing straight from horse’s mouth stories from the Liberty Fields team.
Caption: Made of more
Advertising Agency: AMV BBDO, UK
Copywriter: Alex Grieve
Art Director: Adrian Rossi
Planner: David Edwards, Lisa Stoney, Alaina Crystal
Producer: Nick Godden, Frankie Burwell-Wright
Creative Director: Nick Hulley, Nadja Lossgott
Account Team: Michael Pring, Nick Andrew, Tessa Brisbane, Luke Hickey, Sam Ayre, Flynn Leslie
Social Creative: Zak Loney
Business Affairs: Maxine Thompson
Media Agency: Carat
Production Company: Stink Films, Mr+Positive Tokyo
Director: Eliot Rausch, Mackenzie Sheppard (Documentary)
Producer: Ben Croker
Editor: Russell Icke, Aika Miyake (Documentary)
Post Production Company: Untold
Music Company: Radford Music
Music Supervision: James Radford
Sound Engineer: Sam Ashwell
Audio Post: 750