'Side by Side' – 6 Nations believes that opportunity thrives when we embrace our rivals. This creates a game that isn't just 'stale, pale and just male' any longer, its values of integrity, passion, solidarity, discipline and respect also brings side by side people from all social, economical, racial, religious or sexual backgrounds. This integrated campaign celebrates this unique aspect of Rugby

Side by Side in the news

Facebook and TikTok – A competition in which we sent two fans of the same team on an all expenses paid trip to watch their team play away in the 6 Nations. The only catch? They’ve got to spend the whole weekend with the fans of the rival team. Going to their favourite pubs, singing their songs and sitting right amongst them for the big match. And celebrating win or lose at the final whistle. We follow it all and show that although they support different teams, when it comes to Rugby they all stand #SidebySide

'For the moments that matter' UEFA Sponsorship – Global TVC

'Get Back to The Good Stuff' AXA car insurance – Social film

Reaction on social

And in the news

Sponsorship – National print

'Sing Up for England'– Social, TikTok and experiential activation for the FIFA World Cup, asking the public with a little help from Ian Wright to sing for England

With Ian Wright's help, we asked people to show their support for the England squad on TikTok by singing for them in any place they could think of – from the Tube and libraries to supermarkets and schools. The videos with the most participants can win a prize, like tickets to matches or a bar tap

We also actively asked people to sing in supermarkets, encouraged by Ian Wright on the tannoy

The All Blacks – Poster for the Rugby World Cup

One-off ad for the England v Australia match