Charles Tyrwhitt x The Lions: With Pride
Charles Tyrwhitt x The Lions: With Pride
Charles Tyrwhitt x The Lions
The campaign redefined how Charles Tyrwhitt shows up in sport, shifting from traditional sponsorship into a culturally relevant, social-first brand presence.
By combining storytelling, humour and system-led thinking, the work connected with fans in a way that felt participatory rather than promotional.
The campaign redefined how Charles Tyrwhitt shows up in sport, shifting from traditional sponsorship into a culturally relevant, social-first brand presence.
By combining storytelling, humour and system-led thinking, the work connected with fans in a way that felt participatory rather than promotional.
Creative Lead
Creative Lead
360° Campaign
7.2M views 👀 4.3M reach 📡 188K engagements 🤝
8 of the brands top 10 highest-engaged posts ever 🔥
Nominated for a European Sponsorship Association Awards 🏆
Best Use of Content < €1M, Best Use of Talent < €500k & Sport Sponsorship on a Small to Medium Scale
Best Use of Content < €1M, Best Use of Talent < €500k & Sport Sponsorship on a Small to Medium Scale
7.2M views 👀 4.3M reach 📡 188K engagements 🤝
8 of the brands top 10 highest-engaged posts ever 🔥
Content Nominated for a European Sponsorship Association Award 🏆
Best Use of Content < €1M, Best Use of Talent < €500k & Sport Sponsorship on a Small to Medium Scale
Best Use of Content < €1M, Best Use of Talent < €500k & Sport Sponsorship on a Small to Medium Scale
7.2M views 👀 4.3M reach 📡 188K engagements 🤝
8 of the brands top 10 highest-engaged posts ever 🔥
Nominated for a European Sponsorship Association Awards 🏆
Best Use of Content < €1M, Best Use of Talent < €500k &
Sport Sponsorship on a Small to Medium Scale
Best Use of Content < €1M, Best Use of Talent < €500k &
Sport Sponsorship on a Small to Medium Scale
ThecreativethinkingforthiscampaignstartedwiththeessenceoftheLionsthemselves,fournationssettingasiderivalrytobecomeone.Thatunitybecamethevisualfoundation:theherolookwasbuiltaroundthefournationcolourscomingtogether,makingCharlesTyrwhitt'spresencefeellikeanaturalextensionofwhattheLionsrepresentratherthanasponsorshipboltedontop.
ThecreativethinkingforthiscampaignstartedwiththeessenceoftheLionsthemselves,fournationssettingasiderivalrytobecomeone.Thatunitybecamethevisualfoundation:theherolookwasbuiltaroundthefournationcolourscomingtogether,makingCharlesTyrwhitt'spresencefeellikeanaturalextensionofwhattheLionsrepresentratherthanasponsorshipboltedontop.
ThecreativethinkingforthiscampaignstartedwiththeessenceoftheLionsthemselves,fournationssettingasiderivalrytobecomeone.Thatunitybecamethevisualfoundation:theherolookwasbuiltaroundthefournationcolourscomingtogether,makingCharlesTyrwhitt'spresencefeellikeanaturalextensionofwhattheLionsrepresentratherthanasponsorshipboltedontop.
Thesecondthreadwascomraderie.Ratherthanstagingtraditionalambassadorcontent,Idesignedsetsthatactivelyengagedthetalent,environmentsthatcreatedgenuineinteractionbetweentheplayersandgavethecontentavisualidentitybeyondastandardshootbackdrop.Thedynamicthatemergedbetweenambassadorsonsetwasthecontent;thesetdesignjustcreatedtheconditionsforit.
Thesecondthreadwascomraderie.Ratherthanstagingtraditionalambassadorcontent,Idesignedsetsthatactivelyengagedthetalent,environmentsthatcreatedgenuineinteractionbetweentheplayersandgavethecontentavisualidentitybeyondastandardshootbackdrop.Thedynamicthatemergedbetweenambassadorsonsetwasthecontent;thesetdesignjustcreatedtheconditionsforit.
Charles Tyrwhitt
Charles Tyrwhitt
Charles Tyrwhitt
Charles Tyrwhitt
Charles Tyrwhitt
Charles Tyrwhitt
TheprecursorserieswithMattDawsonwasrootedinthesameidea,sendingEngland'srepresentativetomeetthevoicesofWales,IrelandandScotlandbeforethecampaignlaunched.Itseededthestoryearly,builtemotionalcontext,andmeantthatbythetimethecollectiondropped,CharlesTyrwhittwasn'tjustasponsor.ItwasembeddedinthenarrativeofwhattheLionsare.
TheprecursorserieswithMattDawsonwasrootedinthesameidea,sendingEngland'srepresentativetomeetthevoicesofWales,IrelandandScotlandbeforethecampaignlaunched.Itseededthestoryearly,builtemotionalcontext,andmeantthatbythetimethecollectiondropped,CharlesTyrwhittwasn'tjustasponsor.ItwasembeddedinthenarrativeofwhattheLionsare.
Thesecondthreadwascomraderie.Ratherthanstagingtraditionalambassadorcontent,Idesignedsetsthatactivelyengagedthetalent,environmentsthatcreatedgenuineinteractionbetweentheplayersandgavethecontentavisualidentitybeyondastandardshootbackdrop.Thedynamicthatemergedbetweenambassadorsonsetwasthecontent;thesetdesignjustcreatedtheconditionsforit.
The Precursor
Before the campaign, there was a question worth asking. What actually is the Lions? Not the kit, not the fixtures, not the fanfare. The idea at the heart of it. Matt Dawson travelled to meet representatives from each nation. From Brian Redpath, a former Lions comrade, to the Chairman of the London Welsh Rugby Choir. The series reframed the familiar rivalry of the Six Nations into something more interesting: the Lions as an act of unification. Warm, unhurried, conversational. It was never meant to sell anything. It was meant to mean something first.The Shoot
Four Lions ambassadors. Different generations, different eras, a shared thread. The creative challenge was to get them talking in a way that felt genuinely human rather than performative, so the settings did the work instead of the brief. A pool table. A rugby ball. Repurposed stadium seating. Mini golf. Informal environments designed to disarm, because when people are playing, they stop performing. The conversations that came out of it, about what the Lions meant to each of them, how the culture of it had shifted across decades, were the kind you can't script.The Through Line
Hero cutdowns, behind the scenes content, event coverage, podcast moments. Each piece of content was a different window into the same story, platform native in format but connected in feeling. The strategic intent was to make sure the Lions narrative never dropped. From the first precursor film through to collection launch, tracking in step with the tournament in Australia, there was always something to follow, always a reason to stay close.
A Sneak Peek Behind The Scenes
A Sneak Peek Behind The Scenes
Scouting locations & sourcing props.
Scouting locations & sourcing props.
Scouting locations & sourcing props.
& Much More.
& Much More.
Campaign ecosystem spanning hero film, talent editorial, reactive social, photography, podcast, live events.
Campaign ecosystem spanning hero film, talent editorial, reactive social, photography, podcast, live events.
