Bring it home.

Rugby is a sport known for pride and passion. When it comes to the Welsh Rugby Union – turn that dial up! Principality Building Society has named sponsorship of the Principality Stadium and as part of the World Cup, received advertising space within the corridors leading up to the pitch tunnel. For Principality, home matters. As for the stadium, it’s the home of Welsh rugby. 

Pre-match rituals, adrenalin pumping, tightening laces, bracing game faces. These corridors hold a lot of emotions. I defined an approach for both the home and away corridors that carried a sentiment of home, flexing what that might mean for rival teams too. I worked with a copywriter to develop headlines that used emotive memories and friendly rivalry

to mirror the feelings of pride and focus that extended beyond the game and beyond the

pitch. We made things personal.

Using a tonal scale, the messaging was placed tactfully to hit at the most appropriate time to align with the emotions being felt in the tunnel.

For our home team, I wanted to tap into the ingrained pride and appreciation for the people who made this current dream a reality. I’ve used a mechanic that speaks to memories from when the love for the game was discovered. Go out there, and do it for the people who helped you hone your skills, who drove you to training and for the Nation that backs you, always. 

I played with humour and friendly rivalry for the away team corridor using a scale of comfort.

Visually, red was the common colour between the stadium brand and the building society – not to mention being the colour synomomous with Wales. Using that as an overlay for photography visualises the memories with national pride.