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UNLIMITED and Pablo have launched a new campaign in France with the UK government’s GREAT Britain and Northern Ireland Campaign positioning the UK as ‘Les Royaume Des Audacieux’ (The Audacious Kingdom), a nation of non-conformist creators, trend-setters and innovators, who defy the status quo in art and culture, music, sport, technology, fashion and business. The first phase of the campaign, which will coincide with the Rugby World Cup, will see a series of PR and experiential activations supported by paid media, including out of home and digital. The legendary story of William Webb Ellis will be the centrepiece of the campaign launch, a celebration of the daring young Brit who had the audacity to catch a football and run with it creating the game of rugby. 200 years on, to celebrate that iconic moment, the campaign will kick off with Jake Barraclough, a British ultramarathon runner, breaking conventions again by running more than 281 miles from Rugby School to Paris. The campaign will be extended through a series of immersive pop-up experiences across three cities in France to give French people a taste of the UK’s modern and innovative culture. The campaign will continue into 2024, capitalising on the 2024 Olympics & Paralympics and other major cultural and business activities in France.
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