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Guinness: Liberty Fields, 60s
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In a year where men's rugby will dominate the headlines, Guinness, via AMV BBDO, London, has unveiled the inspirational story of a Japanese women's rugby team who stood together, in the face of societal pressure, to pursue their passion for the game. 'Liberty Fields' tells the remarkable tale of a group of women who defied the social conventions of 80s Japan, by forming an ultimately indomitable rugby team. In 1989 Tokyo, women’s rugby was almost unheard of and the team faced ridicule and hostility from all angles. Despite their humble beginnings, they soon became one of the strongest sides around and many of them were selected to represent their country in the Women’s World Cup. Liberty Fields RFC played at this level despite having no coach, no doctor and very little support, instead relying on what they did have – a team. Balancing training with jobs and families, they set a new level for women’s sport in Japan, showing what you can achieve with grit, determination, and an unbreakable spirit. The 'Liberty Fields' story is being told by GUINNESS through a 5-minute documentary and TV advert.
Planner: David Edwards, Lisa Stoney, Alaina Crystal Related |
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