The Challenge
Soccer supporters are passionate about their game and are very vocal (and loud) about their hate of rugby and its supporters. Rugby supporters feel equal passion for their sport and are never slow to poke fun at fans of soccer. As sponsors of the England Rugby Team, Land Rover wanted to harness some of this energy and stand out during the Rugby World Cup.

The Solution
With a focus on fuelling the whole Soccer vs Rugby debate; we created a viral video that depicts an obnoxious football fanatic getting his comeuppance as he confronts England's Josh Lewsey.

The Result
Over 1 million fans watched the viral on YouTube. It received 12 minutes of coverage on the BBC where the panellists (all international footballers) feverishly debated it. It was also covered on Sky Sport and numerous newspapers and blogs.