Toronto Arrows RFC: Big Men. Short Shorts.

Rugby isn't (yet) the main sport in Canada. But with growing interest in the sport, The Toronto Arrows R.F.C., Canada's professional rugby union club, want to draw in new fans. So in order to help with that aim, LP/AD put together a copy-driven "explainer" campaign, which hopes to explain to new fans what Rugby is all about. And do that in an eye-catching and provocative way.
The campaign's showcase touch points are large-format OOH in and around Toronto, Canada. However, there is a digital component that explores more of the copy.