British & Irish Lions 2017



Develop a unique, ownable campaign that communicated Canterbury as the Official Apparel Partner of the British & Irish Lions, driving commercial sales six months ahead of the 2017 tour to New Zealand.


We needed to develop a campaign that was based on a fundamental British & Irish Lions insight – one that embodied the symbolism of the iconic red jersey but also mobilised Lions fans across the four nations.
And so, built on the truth that rugby players won’t touch the jersey until they’ve earnt the right to do so, the ‘Untouchable Jersey’ campaign was born.

The concept of ‘untouchable’ was used to creatively bring the jersey to life as part of a fully integrated campaign which ran across PR, Digital and in-store.

Simultaneously, Canterbury playfully challenged fans to follow in the footsteps of players and remain true to the ‘untouchable’ insight – buying the jersey, but then keeping their hands off it until the squad announcement in 2017.


To kick things off, we introduced our ‘untouchable’ insight to fans through the imposing voice of Lions Head Coach Warren Gatland, who delivered a spine-chilling message down the barrel of the camera with a stare belonging to a man with the toughest job in rugby. The short film invited fans to begin their journey to New Zealand by pre-ordering the jersey.


In a rugby first, Canterbury gave 30 Lions fans a sneak-peek of the new jersey 24 hours ahead of launch, by delivering a unique hologram of the new shirt directly through the user’s smartphone. The reward was available only to those that had pre-ordered the jersey, a direct incentive to drive pre-sales.


On the 1st November, the new jersey was unveiled to the rest of the world as a giant ‘untouchable’ hologram on the Southbank, seen hovering above the London skyline amongst the city’s most iconic buildings.
Finally, specially designed holograms of the jersey were installed in the shop windows of key retailers across the four nations. This helped to drive intrigue and local purchase, alongside static banners and POS builds. All ATL materials featured ‘untouchable’ messaging at their core, rounding off a truly integrated campaign.


A fully integrated campaign that drove earned media coverage, maximised Canterbury and British & Irish Lions owned channels, actively supported retailer partners and rewarded the most committed of supporters.

- 213 media articles across the tease and launch phases
- Over 570,000 content views

Canterbury has unveiled the new ‘untouchable’ British & Irish Lions Jersey by projecting a hologram into the London skyline this evening. Canterbury’s innovative stunt on the Southbank marked the launch of the official jersey that will be worn by the British & Irish Lions players in the highly anticipated 2017 Tour to New Zealand.