When Hopkins Communications was appointed to handle Munster Rugby’s advertising, one of the standout fixtures on the calendar was a rare friendly with Argentina, fresh from their beating of the Lions. These occasions don’t come around very often, so the campaign needed to feel like more than just another match announcement.
I developed the creative concept from the ground up, beginning with the campaign line: El Cuarto Clásico (“The Fourth Classico” after their matches against Australia, South Africa, and New Zealand). The idea drew on the history between Munster and touring international sides, giving the fixture its own sense of occasion while acknowledging Argentina’s rugby heritage. Rather than relying on the usual sporting clichés, the campaign gave the match its own identity—something supporters could buy into before a ball had even been kicked.
The concept was carried across the advertising campaign, creating a bold, cohesive identity that celebrated what made this fixture different. It’s one of those projects that reminds you good design isn’t always about decoration; sometimes it’s about finding the idea that ties everything together.
