Unleash the Rugby Player in Confused.com Sponsorship Campaign by Karmarama

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The idents were directed by Basak Erol of Blink Productions, bringing together choreographers and rugby coaches for the Japanese inspired visuals
Unleash the Rugby Player in Confused.com Sponsorship Campaign by Karmarama

Confused.com are the joint-headline sponsor for the ITV and STV coverage of the Rugby World Cup 2019 in Japan and have released a series of nine sponsorship idents which will surround the coverage in broadcast and online.

The sponsorship creative, created by advertising agency Karmarama, uses Japanese concepts to bring clarity to the unwritten rules and hidden art of the game of rugby, and in doing so, provides a fresh perspective on the sport.

Confused.com aims to provide clarity in a world of confusion, taking what can be overwhelming deals and insurance options and helping consumers make clearer, more confident decisions. This is reflected in its Rugby World Cup sponsorship creative, which brings clarity to the unspoken principles of rugby.

The visually arresting idents feature a mix of Japanese cultural concepts, idioms and philosophies interpreted in the context of the game of rugby, giving a new perspective on elements of the sport, for example ‘Wa’, ‘Nintai’, and ‘Danshari’.

The idents were directed by Basak Erol of Blink Productions, who brought together choreographers and rugby coaches to collaborate in creating a balance of visually interesting movements captured onscreen. Each execution features carefully choreographed rugby players, captured in-camera in a live stage setting.

The sponsorship idents will run from the Opening Ceremony on Friday 20th September, through to the final on 2nd November.

Sam Day, CMO of Confused.com said: “We’re really excited to be part of what promises to be one of the most exciting world cups ever – with all Home Nations playing on top form. We’ve created beautifully crafted idents based around key rugby insights that fans will enjoy recognising, integrating references from host nation Japan and bringing a new perspective to the art of the sport. This is a key part of our media and sponsorship strategy to get the message of clarity out to the UK.”

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Client

Project Name: Confused.com Rugby World Cup Idents

Brief (one line brief): Bring clarity to the unwritten rules of the Rugby World Cup

Client Name: Samuel Day, Chief Marketing Officer; Maria Howell-Jones, Head of Advertising

Creative Agency: Karmarama

Chief Creative Officer: Nik Studzinski

Managing Director: James Denton-Clark

Executive Strategy Director: Will Hodge

Creative Directors: Robert Amstell, Matthew Lancod

Creative team: Josh Welton, Jon Coates

Planner (Creative Agency): Dan Cameron

Agency Producer: Ben Honour

Account Director: Eilidh McGregor

Account Manager: Oliver Greenwood

Production Company

Production Company: Blink Productions

Director: Basak Erol

Producer: Corin Taylor

Production Manager: Beatrice Warren

Director of Photography: James Blann

Production Designer: Vania Ivanova

1st AD: Ivan Kotsev

Offline Editor: Max Windows, Stitch Editing

VFX Post House: Freefolk

VFX Supervisor: Jason Watts

VFX Artist: Jonny Hicks

VFX Producer: Laura Ricketts

Colourist: Paul Harrison

Sound Design: Mark Hellaby, 750mph

Music Company: Soho Music

Genres: Idents, Drama

Karmarama, 6 months ago