Guinness had to use their short amount of allotted time with rugby’s biggest stars wisely, as they wanted to get across their new, “Never Settle” positioning, which called for more diversity, inclusion and accessibility.
We created a Never Settle film series, which consisted of three hero pieces, along with various other cut-downs for social channels. We shot in-depth interviews with the stars of England, Wales and Scotland, pairing them with imagery from the iconic stadiums they play in. The interviews covered topics like gender balance, LGBTQ+ participation, toxic masculinity, breaking stereotypes, and less traditional routes into the game. Players involved included Ellis Geng, jasmine Joyce, Shaunagh Brown, Maro Itoje, James Ritchie, and George North to name a few.