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Confused.com launches sponsorship of ITV coverage of the Rugby World Cup 2019 in Japan


Confused.com are the joint-headline sponsor for the ITV and STV coverage of the Rugby World Cup 2019 in Japan, and have released a series of nine sponsorship idents which will surround the coverage in broadcast and online. 


The sponsorship creative, created by advertising agency Karmarama, uses Japanese concepts to bring clarity to the unwritten rules and hidden art of the game of rugby, and in doing so, provides a fresh perspective on the sport. 


Confused.com aims to provide clarity in a world of confusion, taking what can be overwhelming deals and insurance options and helping consumers make clearer, more confident decisions. This is reflected in its Rugby World Cup sponsorship creative, which brings clarity to the unspoken principles of rugby.


The visually arresting idents feature a mix of Japanese cultural concepts, idioms and philosophies interpreted in the context of the game of rugby, giving a new perspective on elements of the sport, for example ‘Wa’, ‘Nintai’, and ‘Danshari’. 


The idents were directed by Basak Erol of Blink Productions, who brought together choreographers and rugby coaches to collaborate in creating a balance of visually interesting movements captured onscreen. Each execution features carefully choreographed rugby players, captured in-camera in a live stage setting. 


The sponsorship idents will run from the Opening Ceremony on Friday 20th September, through to the final on 2ndNovember.


Sam Day, CMO of Confused.com said: “We’re really excited to be part of what promises to be one of the most exciting world cups ever – with all Home Nations playing on top form. We’ve created beautifully crafted idents based around key rugby insights that fans will enjoy recognising, integrating references from host nation Japan and bringing a new perspective to the art of the sport. This is a key part of our media and sponsorship strategy to get the message of clarity out to the UK.”


Karmarama is the UK’s most progressive creative agency, part of Accenture Interactive, working across advertising, PR, data-driven communications, mobile platforms and products, digital and innovation. The agency is known for its ability to blend creativity, digital and data, to help brands better engage with consumers. Or as Karmarama calls it – Connected Creativity. It is one of the most effective agencies in the UK and has won the DMA Grand Prix for the last two successive years, in 2017 for its work for the Army. It was again the highest ranked creative agency in the Sunday Times Top 100 Companies to Work For in 2019.