SuperSport #GalleryOfChampions | Clapboard Ad Archive

#GalleryOfChampions

Description

SuperSport's #GalleryOfChampions campaign, launched in South Africa in 2019, represents a groundbreaking approach to celebrating Rugby World Cup excitement through innovative storytelling and visual artistry. Developed by the creative team at Retroactive, this Film medium campaign aimed to capture the passion, skill, and legacy of rugby champions in a way that deeply resonates with sports fans. By leveraging the power of cinematic imagery and compelling narratives, the campaign created a captivating #GalleryOfChampions that not only honored past and present rugby heroes but also energized viewers with a fresh perspective on the tournament's significance. The campaign's strategic communication focus centered on building emotional engagement, brand affinity, and heightened anticipation for the Rugby World Cup by aligning SuperSport as the definitive home for sports content. Through this singular media asset, SuperSport successfully fused innovation with cultural relevance, positioning itself as an essential companion for rugby enthusiasts eager to witness the pinnacle of the sport. The campaign’s use of English ensured broad accessibility across South Africa’s diverse audience, amplifying reach and impact. By thoughtfully combining expert creative direction with strong brand messaging, #GalleryOfChampions stands as a testament to how sports campaigns can transcend traditional promotion, creating an immersive experience that connects fans to the spirit and heroism of rugby.

Credits

Client

SuperSport

Agency

Retroactive

Executive Creative Director

Mike Sharman

Creative Director

Ben Karpinski

Art Director

Duncan Blackhurst

Project Manager

Zelda Arnott

Account Management

Greg Tinkler, Stirling Levesley

Crew

Tyler Jade, Cyzo, NeverForFame, VinDollar, Andre Human

Campaign Proposition

The #GalleryOfChampions campaign by SuperSport aimed to position the brand as the definitive destination for premium rugby content during the 2019 Rugby World Cup, reinforcing its role as a champion of sports excellence and fan engagement. By creating an innovative platform that celebrated the sport’s elite athletes, the campaign conveyed a promise of delivering unparalleled access and immersive experiences tied to the high-performance nature of rugby. This approach underscored SuperSport’s value proposition of not just broadcasting the games but also elevating the cultural significance of rugby through rich storytelling and dynamic presentation. Strategically, the campaign leveraged the insight that rugby fans in South Africa hold deep reverence for their national and international champions, seeking more than just game-day coverage—they desire a connection to the athletes’ legacies and narratives. By framing the campaign as a “gallery” of champions, the creative direction tapped into the aspirational and emotional dimensions of sports fandom. It targeted passionate, performance-oriented viewers who appreciate both athletic prowess and the heritage of the sport. Through a cinematic film medium, the campaign captured attention in a cluttered media landscape by blending sport and art, thereby differentiating SuperSport’s Rugby World Cup coverage and intensifying fan anticipation ahead of the tournament. This approach underscored a broader market strategy focused on enhancing brand affinity and deepening audience engagement through innovative storytelling aligned with the cultural context of South African rugby enthusiasts.

Creative Device

FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact. The #GalleryOfChampions campaign’s title and framing point toward a creative device built on symbolism rather than direct narrative. The concept of a “gallery” filled with “champions” is inherently metaphorical, positioning celebrated rugby figures as works of art—an exaggerated visual symbolizing greatness, excellence, and inspiration. No evidence of a plot, resolved problem, or competitive comparison cues exists. Instead, the campaign likely leverages the gallery motif to represent SuperSport’s role as the ultimate curator and broadcaster of sporting achievement, embodying the benefit of access to iconic moments and legends.