A Ball for the Planet shortlisted for four international marketing awards

Sporting Eric’s global campaign for Rhino Rugby reaches the top table of industry awards with four nominations at the CMA International Content Marketing Awards.

Shot in India and starring streets kids who found a new life through rugby, Sporting Eric’s campaign for world-leading rugby brand Rhino – promoting its pioneering recycled rugby ball – has been nominated for Best Content Campaign, Best Purpose-Led Content, Best Use of Video and Best Specialist Campaign at the 2024 CMA International Content Marketing Awards.

The campaign was launched last year and tackled the challenge of rugby balls – of which around 11 million are estimated to be made every year – ending in landfill. Choosing India, where the majority of rugby balls are made, as a location, the campaign highlighted the need for global change and, across all channels, engaged organisations, clubs and individuals to spread the world. “There was so much storytelling depth to the A Ball for the Planet campaign,” explains Alex Mead, managing director, Sporting Eric. “We had the Jungle Crows, a rugby side made up from kids who were on the streets of Kolkata, front and centre, we had the need for change to save our planet, and we had a game-changing product in the middle of it all. It genuinely made change happen, with the multi-layered story resonating across every platform.”

Dave Reynish, managing director of Rhino, said: “Sporting Eric delivered a world-class campaign, that not only showcased the importance of this product, but also shone a light on the wider issues facing the world, and what we can do in rugby to make change happen. It’s worthy of every accolade.”

The CMA International Content Marketing Awards, founded in 1993, has long been established as the Oscars of the content marketing world, and pitches Sporting Eric against some of the biggest agencies in the world, with Rhino likewise up against global brands varying from HSBC and Cathay Pacific to Newcastle United and KPMG. 

Sporting Eric has been working with Rhino for almost a decade, delivering a complete ‘360’ marketing solution that includes multi-platform always-on content and global campaigns. Read the A Ball for the Planet case study here. Previous campaigns for Rhino include We Are Contact and Home of the Scrum.