Sort By: All Shopper Creative Brand Design Personal Web Social Illustration
school of thought 2026:
PERFECT STORM x RUGBY LEAGUE
Created during Week NINE of Sot 2026, this work was my response to the savvy brief.
School of Thought is an infamous creative course bringing together Leeds' best agencies for 12 intensive weeks of idea generation, presentations and feedback.
THE BRIEF:
The brief was to attract a younger audience to Rugby League, targeting Gen Z adults aged 18–24 and challenging perceptions of the sport. Built around the proposition “League Hits Different”, the campaign aimed to highlight the intensity, passion and community behind the game, making it more culturally relevant and engaging for a new generation of fans.
THE SMP:
‘League hits different’
THE insight:
Always online, but still disconnected.
Gen Z are digital natives, spending an average of 5.1 hours a day on social media. Gen Z culture celebrates self-care and staying in, but beneath all this digital connection, many still feel disconnected, with 40% of 16–29s in Great Britain feeling lonely often, always or some of the time (ONS,2025)
Gen z have the world at their fingertips, but lack real-world communication and connection. That’s why fitness is booming amongst Gen Z. it offers the social connection, identity, progress and routine that digital life often lacks.
This is where Super League can win, by giving Gen Z real-world energy, real connection and real belonging.
THE idea:
‘MAKE CONTACT WITH LEAGUE’
Super League gives Gen Z the contact they’re missing.
The physical contact of the game.
The social contact of the team & crowd.
The emotional contact of belonging.
The community contact of showing up together.
Whether they come to try, watch or support, the campaign gives them a reason to make contact.
campaign key visual:
Lockup variations:
super league x volunteering
Data shows the 2026 World Cup has inspired over 4 million people to consider volunteering (RVS, 2026).
Super League can tap into this within rugby by launching campaign volunteer opportunities on platforms like GOVO, giving players, fans and supporters a practical way to protect the future of the sport and get involved in the campaign.
Hosting events on apps such as ‘Meetup’ can inspire existing and potential fans and players to get involved if they don’t know where to start. Volunteers could facilitate this.
ooh execution:
super league x freshers events
