World Rugby has launched a new global brand campaign ahead of the Rugby World Cup 2027 in Australia.

The ‘Go All Out’ campaign was created by Akcelo and includes a 60-second film directed by Photoplay’s Scott Otto Anderrson. 

The campaign features legendary rivals Jonny Wilkinson and George Gregan reunited and ready to relive their iconic Men’s Rugby World Cup 2003 Final clash on Australian soil. The campaign also includes cameos from Wallabies’ stars Joseph Suaalii, Max Jorgensen and Rob Valetini.

‘The Convoy’ follows a fleet of fan-built vehicles travelling across the Australian outback in pursuit of the Webb Ellis Cup. The spot features a mechanical Wallaby, a giant Springbok truck and a soaring Welsh Dragon.

The global campaign will run across key markets, including the UK, Australia, South Africa, France, New Zealand, Italy and Japan. The campaign will run across broadcast, digital and social channels.

Paul Lemon, Director of Marketing & Ticketing, World Rugby, explained: “Akcelo impressed us with their strategic vision, creative ambition and deep understanding of what Men’s Rugby World Cup 2027 represents. 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.”