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Rugby World Cup 2023

The Rugby World Cup 2023 amplified excitement and unity through a cinematic, orchestral identity, using the powerful crescendo of a rugby scrum. This sonic brand heightened audience engagement and showcased France’s role as host.

A sonic identity inspired by the players on the field

Challenge

From 100 days before the competition to the last match, how to create a unique sound to arouse fervor, create an extraordinary emotion surrounding the Rugby World Cup 2023, and engage audiences?

The idea was to design a sonic identity that would run throughout the competition, be recognizable by all the major rugby nations, and consolidate the sport’s prestige and France’s reputation as the organizer of this major event.

Sonic concept

The sonic branding relies on a simple but powerful concept: the iconic sound of the collective push.

It has been translated into music in a sonic identity that celebrates the collective mindset of rugby. It incorporates the famous effort shouts so characteristic of the scrum. The crescendo adds to the intensity.

The Rugby World Cup 2023 sonic identity conveys cinematic and orchestral codes to create an epic, exhilarating universe.

The symphony infuses French electronic beats to enhance the competition’s French identity, with an orchestral foundation that evokes the event’s grandeur to create a powerful and engaging musical experience.

Outcome

Respect, competitive spirit, and passion for rugby: the unique and powerful sound of the RWC contributed to bringing people together and celebrating rugby values, transcending boundaries.

The music and adaptations were played at every game stage (players entering the field, trials, and end of matches).

The sonic branding generated massive media coverage, from regional daily newspapers to major national TV channels.

It finally led to the organization of a special ceremony in which Michael Boumendil, CEO of the agency, was decorated by the French Prime Minister, Elisabeth Borne.

Client lead

  • Julien Collette General director
  • Martine Nemecek Deputy CEO
  • Emmanuel Bouscasse Communication director
  • Nicolas Schpoliansky Consultant sport, Presentation & Ceremony

Agency

  • Michael Boumendil President & Chief Creative Office
  • Laurent Cochini Managing Director
  • Vincent Turbé Group Creative Director
  • Eric Caissy Chief Orchestrator
  • Julien Courjaud Project Manager