The Times & The Sunday Times: The A-Z of Rugby

Grey London has created a campaign for the Rugby World Cup encompassing 26 short films to celebrate The Times & The Sunday Times’ coverage of the tournament which kicks off this week in the UK. The work aims to act as a glossary of the game to both rugby aficionados and casual fans alike.

The A-to-Z of Rugby sees the papers’ all-star team of former players and expert writers debate key tournament topics like ‘All Blacks’, ‘Home advantage’, ‘Quick ball’, ‘Underdogs’, ‘Rules’ and ‘North vs South’ with the first letter of each theme being assigned to a film and its own alphabetical listing in the campaign.

"The Times and The Sunday Times boast some of the most respected and award-winning sports writers in Britain," says Andy Lockley, creative director, Grey London. "For this tournament, they have bolstered their ranks with a host of rugby legends, three of whom have actually lifted the Webb Ellis Trophy themselves."

Rugby stars Lawrence Dallaglio, Sean Fitzpatrick, Gareth Thomas, Shane Horgan, Ben Kay and Tom Shanklin – all of whom will write for the Times & The Sunday Times for the duration of the tournament – feature as well as the papers’ expert writers including Stuart Barnes, Stephen Jones and chief rugby correspondent Owen Slot.

The tournament kicks off on Friday 18 September. To view the rest of the films in the campaign click here.