Seán O’Brien Explores the Rich Heritage and Values of Leinster Rugby

Built on the back of an extensive brand audit of the club and market through qualitative primary and secondary research and delivered as part of a refreshed brand strategy platform, this work evokes the unique essence of Leinster - the collective effort of the entire province, those on and off the field.

The film launches across channels and is voiced by Leinster Rugby player and Ireland 7s star Robyn O’Connor and current men’s senior coach and former Leinster, Ireland and British & Irish Lions player, Seán O’Brien.

The new film and brand work will be launched by Leinster Rugby this weekend ahead of the Investec Champions Cup, Round 2 game against Clermont Auvergne at Aviva Stadium and speaking ahead of its unveiling, Helen Geoghegan, brand and marketing manager of Leinster Rugby said, “Leinster Rugby is a well-recognised and much-loved brand and that reputation has been built over many years and by many people on and off the pitch.

As we continue to grow and find new ways to reach and engage with new supporters, we felt it was the right moment to evolve the brand, while at the same time, staying true to the rich heritage and values of the club. The new work celebrates everyone that shows up for Leinster Rugby, whether they play, support, coach, referee or volunteer – driven by their commitment and passion for the club. A huge thank you to team in Boys + Girls for bringing the strategic vision and design system to life.” 

Jake O’Driscoll, creative director, Boys + Girls said, “As a dyed in the wool Kiwi rugby fan, I can say with true objectivity that Leinster Rugby is a remarkable club.”

“The incredible community, energy and work ethic at all levels of the professional and the domestic game, makes Leinster Rugby the successful club that it is, and we’re delighted to show all of Leinster this new design and positioning that speaks to their effort.,” 

The film was produced by Boys + Girls standalone social content agency, Circle Content.