SA Rugby
Campaign activation, experiential design, exhibition design, branding, digital content development
We enhanced the Love Rugby campaign through mural activations with Springbok players in various communities across South Africa. We also developed an interactive touch screen exhibition at the Springbok Experience Museum, the digital encyclopedia “A-Z of Black Rugby.” Our work connected communities and Springbok players, celebrating the passion and unity of South African rugby. This initiative not only engaged fans but also spotlighted the rich history and diverse narratives within the sport.
To commemorate the 1981 anti-apartheid rugby protests, we created an interactive activation at the Springbok Experience Museum, drawing inspiration from the iconic flour bomb protests during the Springboks vs. All Blacks match in Auckland. Youth from underprivileged communities took part in a powerful art installation, throwing vibrant flour bombs at a blank canvas to reveal the words Love Rugby—a symbol of unity and transformation. The event also featured an Amazing Race-style challenge through the museum, making history come alive in an engaging and educational way. This activation celebrated the sport’s ability to unite while acknowledging its complex past.
