ITV is the sole broadcaster for the Rugby World Cup this year, and aims to build anticipation for the event via an unusual ad campaign which features a set of 20 tarot cards – one for each nation participating in the tournament – designed by illustrator Youssef Sabry.

Its premise is simple: with no clear favourite to win and a strong chance of a northern hemisphere team taking the trophy, the Rugby World Cup 2023 is due to be the most unpredictable in history.

We therefore need unconventional methods to predict which nation will take the Webb Ellis Trophy, hence the use of the tarot pack, which features in a TV spot, directed by Sami Abusamra, where a rugby fan is shown visiting a tarot card reader, looking for answers.

The deck of bespoke Rugby World Cup 2023 cards will also be used as a creative vehicle throughout all channels in the wider campaign, including by rugby pundits including Lawrence Dallaglio and Sam Warburton, who can be seen drawing and discussing the cards as part of the social campaign.

Credits:
Creative Agency: ITV Creative
Executive Creative Director: Chris Vernon
Creative Directors: Jack McPartland, Shane O’Neill
Illustrator: Yousef Sabry
Director: Sami Abusamra
Animation: Creative Nuts