The upcoming Rugby World Cup 2023 is set to begin on Sky this September and to celebrate, Sky New Zealand has joined forces with DDB Group Aotearoa to inspire New Zealanders to rally behind their favourite teams each morning and ‘Get Up For It’.
The story unfolds through the lens of local children, who head off on their bicycles before dawn, taking it upon themselves to energise their community.
Their mission is to wake up their neighbours, a scene often accompanied by cheerful waves exchanged between the children and the neighbours donned in their robes. As their neighbours rise to the occasion, the kids gather at the end of the street, exchanging triumphant fist pumps that capture the shared excitement.
Thanks to Sky, Aotearoa New Zealand will have a front row seat for the Rugby World Cup 2023, all from the comfort of Kiwis’ own homes. All 48 matches of the tournament will screen live and on demand on Sky Sport and streaming on Sky Sport Now, along with highlights, interviews, analysis, and reaction from the Sky Sport experts. Sky Open, Sky’s free-to-air channel replacing Prime, will screen 12 games from the tournament as well as regular highlight shows, including the Opening Match (All Blacks v France) live and the Final live.
Daniel Kelly, Sky’s Chief Customer Officer, says that Sky’s Rugby World Cup coverage allows Kiwis to feel like they’re right amongst the action – despite the tournament being in France.
“The Rugby World Cup 2023 is the pinnacle event in every New Zealander’s calendar. We’re a rugby mad nation and we know this tournament is essential viewing for the sport’s passionate fandom as well as more casual viewer. Sky is committed to bringing New Zealanders the best in global and local sport and entertainment and it doesn’t get much better than a Rugby World Cup,” Kelly says.
“This campaign, which speaks to a uniquely Kiwi sensibility, will strongly resonate with fans who want to get up for it and share the experience with their fellow Kiwis.”
Matty Burton, DDB Group Chief Creative Officer, adds that the campaign is an opportunity to get people in the mood for the Rugby World Cup 2023 through an all-welcome celebration of getting up early.
“This is an event the nation needs to wake up for, so we asked the simple question: how can we let them know? We wanted the campaign to demonstrate that everyone, no matter how young or old, has an important role to play in this year’s Rugby World Cup,” Burton says.
The ‘Get Up For It’ campaign is delivered via Broadcast, Social and OOH.
CREDITS
Client credits:
Daniel Kelly – Chief Customer Officer
Sarah Pepworth – Head of Brand, Marketing & Planning
Mark Flowers – Head of Sky Creative
Mark Trowill – Sport Marketing Manager
Blair Gillman – Sport Marketing Lead
Tavis Hughes – Sky Creative
Agency credits:
DDB Aotearoa
Production Company: Finch
Director: Lex Hodge
Music Partner: Franklin Rd
Sound Track: Mazbou Q | “Follow My Lead”
