ITV gets mystical with tarot campaign for Rugby World Cup 2023

ITV has embraced the mystical with a fully-integrated tarot theme for its ‘This One’s Impossible to Predict’ campaign for the Rugby World Cup 2023.

The creative – which will run across ITV’s on-air promo, OOH, social, and influencer marketing – turns to more unconventional methods as it looks to predict which nation will take home the Webb Ellis Trophy.

The promo, directed by Sami Abusamra of creative agency Mister Tibbs, uses a blend of comedy and suspense to tell the story of a rugby fan visiting a tarot card reader, looking for answers on who will win the Rugby World Cup. As the scene unfolds, even the tarot card reader is left perplexed when the cards take on a life of their own in a dramatic finale.

The bespoke Rugby World Cup 2023 tarot cards will also be used as a creative vehicle throughout all channels in the wider campaign, including the on-air promo, social, and influencer marketing.

Subscribe to Marketing Beat for free

Sign up here to get the latest agency-related news sent straight to your inbox each morning

Nationwide OOH – which showcases a number of the cards – will be found all around England and Wales in the weeks leading up to the tournament.

The 20 tarot cards will also be shared with iconic rugby pundits, such as Lawrence Dallaglio and Sam Warburton, who can be seen drawing and discussing the cards as part of the social campaign.

The cards, one for each nation participating in the tournament, draw on the culture and symbolism of each nation, as well as recent form on the pitch. They were designed by illustrator Youssef Sabry in partnership with ITV creative directors, Jack McPartland and Shane O’Neil.

“We wanted to create a campaign that reflected the brilliantly unpredictable nature of this year’s tournament, starting the conversation ahead of the 8 September’s first game,” said ITV chief marketing officer Jane Stiller.

BroadcastCreative and CampaignsNews

8 Comments. Leave new

Leave a Reply

Your email address will not be published. Required fields are marked *

Fill out this field
Fill out this field
Please enter a valid email address.