JAECOO: EPCR Finals Week

700m+

over-delivery on estimated reach

2.6m

OOH impacts delivered over 48 hours

1.3m

social impressions

490k

engagements on socials

290k

video views

JAECOO: EPCR Finals

For EPCR Finals weekend in Cardiff, we turned JAECOO’s sponsorship into a fully integrated brand moment, combining high-impact OOH with social content captured live at the heart of the action. From city streets to stadium feeds, JAECOO showed up where rugby fans were in a way that felt natural, energetic, and unmistakably part of finals weekend.

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Our idea, unboxed

Objective:

Build brand awareness among rugby fans — a premium, performance-driven audience — by amplifying JAECOO’s presence during the EPCR Challenge Cup and Championship Finals.

The idea:

Rather than treating OOH and social as separate executions, we designed a single campaign that could live seamlessly across both. The work took its cues from rugby itself — pace, precision, and moments of play — translating match-day language and movement into a visual system that felt instantly familiar to fans.

Chris Robshaw became the connective tissue across the campaign, grounding the work in genuine rugby credibility both in high-impact static imagery and live social content. On the ground, the Kick for 7 fan activation gave the brand a natural role within the stadium environment, creating content that felt earned rather than imposed. Every touchpoint reinforced the same idea: JAECOO belongs in this world of performance, pressure, and big moments.

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How it lives

Production:

OOH imagery was shot by automotive photographer Tom Kahler at Calvert Studios using their Computer Controlled Lightbox. Multiple layers were captured and meticulously composited to create sculptural, high-contrast visuals that balanced automotive precision with sporting energy. Robshaw’s movements were carefully choreographed to inject tension, play, and authenticity into each frame.

Alongside this, our social team captured content across finals weekend at the Principality Stadium, blending mobile and stabilised footage to maintain immediacy without sacrificing craft. Real-time capture allowed us to respond to the rhythm of the event while keeping the brand embedded naturally in the experience.

Output:

A two-day OOH takeover dominated Cardiff city centre and stadium fan zones with four hero visuals. In parallel, social delivered an Instagram Stories takeover, a fan-led Kick for 7 video, a “Day in the Life” with Chris Robshaw, and a finals summary film for YouTube Shorts — all designed to extend the impact of the live moment beyond the stadium.

Results

The campaign transformed traditional auto advertising into something more cultural and immediate — moments that rugby fans recognised and engaged with.