Sydney7s rugby launches new brand identity and ‘Get your Game On’ campaign

Rugby AU’s Sevens Series has seen the launch of a new brand identity for the Sydney 7s as part of its latest ‘Get your Game On’ campaign.

Created by Digilante, the ‘Get your Game On’ includes a 30 second commercial which features men and women dancing while playing rugby.

The ad also includes animations over the top of the dancing rugby players.

The campaign aimed to raise awareness of the Sydney 7s as competition coincides with The Ashes and The Australian Open.

Eric O’Brien, ECD and co-founder at Digilante, said it was the “right time” to reposition the Sydney 7s and its “event personality”.

“Previously Sydney 7s focused on core Rugby audiences using more traditional messaging and mediums. However, sales statistics from previous years showed us that millennials and first-time Rugby event attendees accounted for over 50% of the overall event sales, a wonderful opportunity to showcase 7s to new audiences.

The new branding for HSBC’s Sydney 7s


Previous branding for Sydney 7’s

“As such, we wanted to go beyond the usual on field, gameplay focus and put more emphasis on the young, fun, festival vibe.

“We set out to give Sydney 7s a bold, graphic look and gave it totally different personality to set it apart from the other, more traditional sporting events. With our new brand and communications, we set out to maximise the events social and digital engagement – a big opportunity for reach that wasn’t effectively utilised in previous years.”

The campaign also includes a new website for the Rugby team which features the campaign video, ticket prices and sales and how to “get your fancy dress on”.

The new branding follows the rebrand of Australian Rugby Union to Rugby AU in October.


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