A Ball for
the Planet

A ‘full 360’ campaign to position Rhino as a global player in the rugby ball market

Words. Pictures. Video. Events.

The objective
Rhino are the fastest-growing rugby ball manufacturer in the world, but in a market that has a dominant brand with virtual monopoly in the global game. Rhino’s rugby reputation has also been built in other areas of rugby equipment, so we needed to find cut through with a positioning and message that put Rhino specifically on the rugby ball map.

What we did
We focused on Rhino’s recycled ball range – the only one of its kind on the market – and whereas all brands shy away from the fact most rugby balls are made in India, we decided to own it. A Ball for the Planet showed how recycled balls are made, showcased rugby in India and highlighted the need for global change in the way rugby thinks about sustainability. By bringing to the fore Rhino’s position as forward-thinking, considerate to the world’s needs and truly global, it redefined the brand’s USP.

The campaign
While the campaign itself lasted for three months, through various elements, it’s an ongoing one for the brand with a goal – that came about through Sporting Eric’s strategy – to produce only balls from recycled rubber by 2030. Rather than focus on elite-level, £100+ rugby balls, we used the entry level Zephyr (80% recycled rubber), previously only sold in bundles of 20, and persuaded Rhino to sell them individually, priced at less than £10 per ball to make them more accessible.