A barrel role in an F-16 fighter jet is equivalent to 9 G’s of force, NASA pilots fall unconscious at 10G without modified space flight suits. This pales in comparison to what professional rugby players put their bodies through on a weekly basis; a study carried out by the New York Times saw the average player clock up over 20G’s of force, with some collisions going as high as 40G. Only a select few have the strength and courage to endure such forces - and keep coming back for more.
Unearthing this key insight into the sacrifices rugby players make preparing their bodies for impact, we developed a multi-channel campaign for protein brand MaxiMuscle; ‘Dedication Deserves Results’. We created a cinematic short film featuring Lions and England Rugby player, and MaxiMuscle's brand ambassador; Anthony Watson. The campaign was featured on screens across 52 selected gyms in the UK. Each with a sampling initiative that coincided with the timings of the Lions’ tour. The film was also shown on VOD platforms before key games of the tour in New Zealand, as well as bespoke edits for social media.