Rugby rivals reunite in World Rugby’s 'Go All Out' film

World Rugby has launched its global “Go All Out” brand campaign for the Men’s Rugby World Cup 2027, with creative agency Akcelo leading the campaign strategy and production following a competitive international pitch process.

The campaign marks the first major promotional push for the tournament, which will take place across Australia from 1 October to 13 November 2027.

Campaign built around Australian identity

At the centre of the campaign is a 60-second film titled The Convoy, directed by Scott Otto Anderson through Photoplay.

The film follows a convoy of fan-built vehicles travelling across the Australian outback in pursuit of the Webb Ellis Cup, featuring rugby-inspired creations including a mechanical Wallaby, a Springbok truck and a Welsh Dragon.

Former rugby internationals Jonny Wilkinson and George Gregan appear in the campaign, revisiting their rivalry from the 2003 Men’s Rugby World Cup final. Current Australian players including Joseph Suaalii, Max Jorgensen and Rob Valetini also feature.

The campaign production involved teams across several countries, including model making and filming in Australia, post-production work in South Africa and a score recorded by the Prague Philharmonic Orchestra.

Global rollout across key rugby markets

The campaign will run across broadcast, digital and social media channels in markets including the UK, Australia, South Africa, France, New Zealand, Italy and Japan.

Paul Lemon said the campaign aimed to capture the scale and atmosphere of the upcoming tournament.

Paul Lemon, Director of Marketing & Ticketing, World Rugby: "Akcelo impressed us with their strategic vision, creative ambition and deep understanding of what Men's Rugby World Cup 2027 represents.

"RWC 2027 is set to deliver epic entertainment and blockbuster matches that will captivate new fans and leave a lasting legacy for the game. We're thrilled to have benefited from Akcelo's expertise in helping bring this vision to life on the world stage."

Akcelo focuses on fan experience

Aden Hepburn described the campaign as a celebration of rugby culture and Australian identity.

Aden Hepburn, CEO, Akcelo: "To work with World Rugby on such a landmark event is an incredible honour. Men's Rugby World Cup 2027 is more than a tournament, it's an opportunity to inspire, unite and evolve the game for the better.

"'Go All Out' is about pure rugby spirit, seen through an Aussie lens. It's cinematic, funny and unashamedly bold – a celebration of every nation coming together for something bigger than sport."

Oskar Westerdal added that the campaign was designed as a large-scale cinematic production aimed at rugby supporters worldwide.

Oskar Westerdal, Creative Partner, Akcelo: "Bringing this campaign to life has been a true joy and an absolute privilege – and we're holding nothing back!

"From its ridiculously epic scale, to the incredible score, the cameos, the Easter Eggs... It's a true cinematic spectacle and a love letter to both Australia and to rugby fandom."

www.world.rugby

www.akcelo.com

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