Line for change — National Rugby league

Creative Director : Olivier Lefebvre
Copywriter : Edouard Delcourt
Art Director : Alexandra Puchnaty
Agency : Fred&Farid Paris

AWARDS :

D&AD 2022 - Wood Pencil
Clio Awards - Bronze
Grand Prix Stratégies de la Publicité 2022 - Gold
Grand Prix du Brand Content 2022 - Silver
Grand Prix duSport 2022 - Silver

In rugby, homophobia is still a taboo.
In fact, 75% of pro players don't feel comfortable with homosexuality. 

So we decided to put this data at the most visible place, on the field.
We created a new uncommon line on the rugby fields, the 75 line, in all Top 14 fields, on international day against homophobia. 

It was noticed by every fans, viewers, commentators, politics, media, and opened a huge debate about homosexuality in sport, and ended up with the first pro player coming out. Even the french minister of sport and Emmanuel Macron reacted to that highly PRable idea.