BMW ROAD TO TWICKENHAM

BMW has sponsored England Rugby, from its grassroots to the Elite squad, since 2012. In that time, BMW has played a critical role in shaping English Rugby. This year, England hosts the Rugby World Cup, and BMW will remain shoulder to shoulder with the team and nation, as they strive to lift the sport’s greatest trophy in its spiritual home, Twickenham.

STRATEGY

The anthem of English Rugby, Swing Low, Sweet Chariot, is a song about deliverance to the Promised Land. Use Swing Low, Sweet Chariot, as our rallying cry and vehicle to galvanise the nation, on a journey along the highways and byways that lead toward Rugby’s Promised Land, Twickenham.

CREATIVE

Cinematic in style, this broody 90” film follows a fan’s journey from crack of dawn in the North of England, to the hallowed grounds of Twickenham on match day. The soundtrack is as powerful as the landscape. The rousing chant of ‘Swing Low, Sweet Chariot’ builds while day breaks, becoming a roar as the BMW pulls into Twickenham. The film ends on the line “Some roads aren’t meant to be travelled alone”.

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