The Mint / J. Walter Thompson London
The Serious Play Coin showed Serious on one side and Play on the other. It was a social currency made for games, events and competitions throughout the weekend.
The stadium film took fans underground, to reveal the coin’s extraordinary minting process. The spot not only promoted the Serious Play Coin, but importantly, it also whipped the crowd into a frenzy – getting 30,000 rugby fans dancing.