Title	THE SAFE TRAINING JERSEY
Brand	GMF
Product/Service	GMF SAFE TRAINING JERSEY
Category	F01. Consumer Products
Entrant	HAVAS SPORTS & ENTERTAINMENT Paris, FRANCE
Idea Creation	HAVAS SPORTS & ENTERTAINMENT Paris, FRANCE
PR	HAVAS SPORTS & ENTERTAINMENT Paris, FRANCE
Production	INIGO BROTHERS Boe, FRANCE

Name	Company	Position
Charles Bal	Havas Sports & Entertainment	Head of Social Media & Influence
Julie Alexandra Bertolino	GMF	Communications Director
Jade Combescot	Havas Sports & Entertainment	Art Director
Fabian De Lacaze	GMF	Brand Director
Maxime Delaby	Havas Sports & Entertainment	Account Manager
Emeric Deminiere	Havas Sports & Entertainment	Deputy Managing Director
Daniel Dréan	GMF	Marketing, Communications and partnerships director
Adrien Feuga	GMF	Communications Manager
Jerôme Gautier	Havas Sports & Entertainment	Account Director
Stéphane Guerry	Havas Play	President
Audelia Leloup	Havas Sports & Entertainment	PR Director
Marie Jo Ninine	GMF	Head of Sponsoring
Lilith Peper	Havas Sports & Entertainment	Head of Strategic Planning
Viviane Picard	Havas Sports & Entertainment	Events Manager
Fabrice Plazolles	Havas Play	Chief Creative Officer
Ugo Medioni	Havas Sports & Entertainment	Account Director

Background

Rugby has the reputation of being a dangerous sport, especially due to the tackles. We based our strategic reflexion and approach on 3 key insights: - the number of tackles has increased by 252% over the past 30 years - 50% of injuries during the practice of rugby are caused by a tackle - 76% of concussions are caused by a tackle There is thus a huge stake around tackling: not to prevent it, because it’s an integral part of the practice of rugby, but to teach practitioners to do it in a safer way. We were convinced that design is the perfect solution to change behaviours, to educate and to make people conscious about the problem. The challenge was to create a training jersey that aims to change the way rugby players tackle. Our objectives was simple : protect the players, but most of all, protect the game

Describe the creative idea (40% of vote)

And if insurance means care, it also means prevention. It’s therefore relevant for the brand to position as a brand that acts concretely. That’s why the best evidence to demonstrate it's real implication was to create an object that could help rugby players to practice their sport in a safer way. Accidents caused by the tackles are linked to bad tackling practices and a lack of knowledge of how to do it safely. We therefore imagined a training jersey that includes visual cues that are simple, effective and efficient. Everything has been studied on the principles of nudge marketing to support practitioners to tackle well, both on the height of the tackle (lower body) and on the position of the head. All of this to help rugby players and all consumers to relearn to tackle effectively, efficiently, and, above all, safely.

Describe the execution (40% of vote)

All the design of our jersey has been studied on the principles of nudge marketing to unconsciously help players make the good choices. - A neutral area to create a negative space and to direct the gaze towards a more contrasted area. This is the principle of the nudge. - A gradient of colors helps the eye focus on the colored area. - The orange color – highly visible – unconsciously draws attention to achieve a tackle at the waist. - Red and green targets on the hips and shoulders to help the players position their head correctly while tackling. First, GMF designed the jersey with Experts. Then, it was validated by French Rugby Federation and scientists. A few sample were produced and tested by rugby players. Once we get their approval and their feedback, we launched the massive production to equip all french rugby clubs

List the results (20% of vote)

With this chasuble and as an insurer, GMF shows that its commitment is concrete and adapted to the needs of the field. Never before has a French rugby partner gone so far in its commitment by designing an innovative product, a sport equipment, a pedagogic tool. Beyond the obvious benefits for the brand, it is the players who will be able to benefit from this innovation, which is designed to make rugby safer. And changing the image of rugby by making it safer also means reassuring parents who are hesitating to enroll their children in rugby. The impact is therefore much more important than just the impact on the brand; it is designed to change the rugby. Players appropriate themselves the jersey, talked about it on Social Media. Even the French National Team approved the design and supported the initiative.