Directed by Photoplay’s Scott Otto Anderrson.
Men’s Rugby World Cup 2027 is bringing unmistakable Aussie energy to the biggest tournament in the sport’s history in a campaign via Akcelo.
Directed by Photoplay’s Scott Otto Anderrson, ‘The Convoy’ follows a fleet of fan-built vehicles travelling across the Australian outback in pursuit of rugby’s most coveted prize: the Webb Ellis Cup.
“Akcelo impressed us with their strategic vision, creative ambition and deep understanding of what Men’s Rugby World Cup 2027 represents,” said World Rugby director of marketing & ticketing, Paul Lemon.
“RWC 2027 is set to deliver epic entertainment and blockbuster matches that will captivate new fans and leave a lasting legacy for the game.
“We’re thrilled to have benefited from Akcelo’s expertise in helping bring this vision to life on the world stage.”
The film also sees rivals Jonny Wilkinson and George Gregan reunited and ready to relive their iconic Men’s Rugby World Cup 2003 Final clash on Australian soil.
Rugby fans will also spot cameos from Wallabies’ stars Joseph Suaalii, Max Jorgensen and Rob Valetini.
The music score was recorded by the Prague Philharmonic Orchestra.
“To work with World Rugby on such a landmark event is an incredible honour,” said Akcelo CEO Aden Hepburn.
“Men’s Rugby World Cup 2027 is more than a tournament, it’s an opportunity to inspire, unite and evolve the game for the better. ‘Go All Out’ is about pure rugby spirit, seen through an Aussie lens.
“It’s cinematic, funny and unashamedly bold – a celebration of every nation coming together for something bigger than sport.”
The Men’s Rugby World Cup 2027 will take place in Australia from October 1 to 13 November 2027.
“Bringing this campaign to life has been a true joy and an absolute privilege – and we’re holding nothing back!” said Akcelo creative partner Oskar Westerdal.
“From its ridiculously epic scale, to the incredible score, the cameos, the Easter Eggs… It’s a true cinematic spectacle and a love letter to both Australia and to rugby fandom.”
Credits
Client: World Rugby
Director of Marketing & Ticketing: Paul Lemon
RWC Australia General Manager, Marketing & Communications: Clare Serafini
Head of Marketing: Becky Cowley
Senior Marketing Manager: Claire Ludlow & Amanda Darnell
Head of Communications: Dorian Grimaud
Strategic & Creative Agency: Akcelo
Global ECD: Louise McQuat
Creative Partners: Oskar Westerdal & Jon Foye
Creative Team: Ilya Aronovich & Misha McDonald
Executive Client Lead: Kirsty Reynolds
Business Lead: Max Bennett & Pippa O’Regan
Executive Producer: Stephanie Ceccaldi
Producer, Stills & Social: Dan Burns
Senior Designer: Lee Stephens, Stephen Au & Richard Spencer
Retouching: Justin Bellchambers
Motion Design: Jamie Muscat
Chief Strategy Officer: Dave Di Veroli
Chief Executive Officer: Aden Hepburn
Film Production: Photoplay
Director: Scott Otto Anderson
DOP: Simon Ozolins
Executive Producer: Emma Thompson & Oliver Lawrence
Editor: Mark Bennett
Colourist: Ben Eagleton
Model Making: Yippee Ki-Yay
Post Production: Masters & Savant
Original Music & Sound: Rumble Studios
Senior Sound Engineer: Tone Aston
Composers: Nick Polovineo & Felix Bornholdt
Executive Producer: Michael Gie
Orchestra: Prague Philharmonic Orchestra
