Rugby 7s in the UAE has a history that goes back 50 years. Everyone looks forward to the annual sporting event, but few are really familiar with the different aspects of the game, the lingo, the rules. However, that hasn’t stopped Rugby 7s from becoming one of the most popular cultural events of the year.
Heineken’s global fresh perspective campaign captured the insight: “You don’t have to know the rules to enjoy the game.”
Our digital campaign for Heineken at Rugby 7s was a demonstration of this fresh perspective that rugby isn’t just for rugby fans. Anyone can enjoy being part of the event – the food, fun, music, after parties, team spirit and of course, the sporting action.