Powers Rugby World Cup
To stand out in a saturated whiskey market, POWERS wanted to embrace their personality, purpose and relevance in order to drive differentiation. With the Rugby World Cup taking place in Japan we knew this was an area that our target market would be interested in.
We began researching Japanese culture and found that the way of the Samurai aligned in many ways with POWERS’ culture of high standards, integrity and tradition. We also recognised this ancient code of conduct in our modern day warriors – sportspeople, but especially rugby players, rugby being a sport widely admired for its adherence to a code of honour.
The result was our ‘Ukiyo-e Lockets’. These were Japanese-art inspired scenes that interacted visually with the iconic POWERS’ diamond logo.
Agency - Droga5 Dublin
Securely nestled within the diamond shape, individual Japanese characters translate into each of the POWERS’ pillars: integrity, bravery and honour. Each social post highlights one pillar and how this value is captured in the 2019 Rugby World Cup.
Agency – Droga5 Dublin
