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Campaign: Made of more Agency: Abbott Mead Vickers BBDO

Artist: Bill | Style: 2D

We were approached by Abbott Mead Vickers BBDO to create a research animatic for their latest TV ad for Guinness Liberty Fields.

In this spot, Guinness celebrates Japan’s female rugby heroes ahead of this year’s Rugby World Cup.

AMV BBDO asked us to capture the trials and tribulations of Japan’s first international female rugby squad. Working with artist Bill we set about showing the teams incredible journey, capturing the crossover between their day-to-day lives and their love of the game.

Ms Kishida of the Liberty Fields team explained;

It was back in the day, when getting harassed, sexually and otherwise, was a given. Men expected women to be young, pretty and willing to quit their jobs for marriage. At the time, the women’s team weren’t recognised as official. So, we founded our own organisation.

With virtually no technical support or medical assistance the team defied the social conventions of 1989 Tokyo to represent their country at the Women’s World Cup.

The spot was launched as part of the brand’s long-running Made of more campaign, which has been promoting inclusivity within rugby since 2014. See how research animatic compares to the TV spot here.

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Copyright: Three Blind Mice 2014

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