Lockerroom Media was approached by Kentaro (creators of the Brazil World Tour Concept) to create a single advert that promoted the BWT in a new and exciting way, my approach was to draw upon the heritage and the streets of Brazil.

The success of this advert let to a complete redesign of all BWT brand executions both on and offline.

Due to the growing success of the BWT, Gillette was obtained as the title sponsor and incorporated into all brand executions.

The BWT resulted in Brazil playing over 60 matches worldwide from London to Dar-es-Salaam, in front of sold-out venues and broadcast to all corners of the globe.