I designed an image template with the campaign lockup at the bottom, which frames moments from the previous season that were Hard to Beat such as ferocious tackles and passionate fan celebrations. The lockup was designed with a bespoke bold condensed typographic approach, the goal was to craft something robust, dense and compact, almost like a line of rugby players. The template was sent to all the teams in the league so that they could use it with their own images. The campaign led to occupancy at the grounds of Premiership Rugby games rise from 76% to 81%, viewership on TNT Sports increased by 44% and also earned a nomination for a Shorty award in the Sports category.