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The Nations Championship launches new campaign
The Nations Championship, a 12-country international rugby competition, has kicked off alongside a new campaign.
Titled ‘It’s time for hemispheres to collide’, the campaign reflects the tournament format, which pits the Northern Hemisphere against the Southern Hemisphere.
The Northern Hemisphere is represented by the Six Nations teams – England, France, Ireland, Italy, Scotland and Wales. Meanwhile, the Southern Hemisphere features the SANZAAR nations – South Africa, New Zealand, Australia and Argentina – alongside Fiji and Japan.
The campaign film follows fans across different countries and time zones as they wake up early or stay up late, pulling on their jerseys to support their nation.
Alex Morris, Lambda Films commercial director, says: “Partnering with such an exciting global brand for the debut of the Nations Championship has been an absolute dream brief. As a lifelong rugby fan, capturing the anticipation of what will undoubtedly be an amazing tournament for the ages was a privilege.
“Bringing a production of this quality to life, with a massive video wall setup and global set builds, required an incredibly agile and collaborative effort. The world is ready for hemispheres to collide, and this campaign proves it.”
A shared fan moment
The hero film is an expression of global anticipation, told through one universal ritual: the alarm, says Morris.
A ticking clock motif drives the film throughout, acting as both a visual and sonic thread that builds tension, momentum and emotional connection.
Each alarm marks a different local time, yet together they create a growing rhythm, gradually synchronising as the film builds. The effect is both intimate and epic, reinforcing the idea that while fans experience the tournament in different places and at different hours, they are all moving toward the same shared moment, he adds.
