9 Sep 2011

Mud, Sweat & Tears: The Road to the World Cup

Today sees the start of the Rugby World Cup, and people from all over the world hoping their team triumphs in New Zealand. For the teams and players it is the culmination of months of hard work, dedication and sacrifice. Over the last few months, MediaCom Edinburgh have been working with the MediaCom Beyond Advertising team and STV to produce an ad-funded programme for RBS charting the preparation of the Scotland rugby team ahead of the 2011 Rugby World Cup

The challenge was to kick start RBS’s relationship with the Scottish Rugby Union (SRU) and reinforce their commitment to make Scottish Rugby great once again. Our brief was to inspire the Scottish public to get behind the Scottish Rugby Team in the run up to the World Cup and to make heroes of the players, making them more accessible to the wider Scottish population. We approached STV with the idea of an RBS funded programme featuring the Scottish Rugby Team in the run up to the World Cup. The result was Cup' - an hour-long documentary which aired this week on STV in Scotland ahead of the World Cup.

The programme's exclusive behind the scenes footage takes viewers through the intense training, emotional pressures and heart breaking team selections to reveal the huge level of commitment required to succeed - not only from the players themselves, but also from their wives, partners and families. So for non-rugby lovers, it’s NOT all about rugby - it even manages to include a royal wedding!

If you’d like to watch the show, it is available to watch on STV Player HERE

Well done to the MediaCom Team: Francis Baker, Emma Boyack, Elaine Jervis, Jane Stewart, Ilana Goren and Laura Fenton.

Whoever you support – enjoy the Rugby World Cup!