Title | THE SAFE TRAINING JERSEY |
Brand | GMF |
Product/Service | GMF SAFE TRAINING JERSEY |
Category |
B01. Brand-led Education & Awareness |
Entrant
|
HAVAS SPORTS & ENTERTAINMENT Paris, FRANCE
|
Idea Creation
|
HAVAS SPORTS & ENTERTAINMENT Paris, FRANCE
|
PR
|
HAVAS SPORTS & ENTERTAINMENT Paris, FRANCE
|
Production
|
HAVAS SPORTS & ENTERTAINMENT Paris, FRANCE
|
Credits
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
How can GMF reassure about the practice of rugby and act for safer rugby?
Rugby has the reputation of being a dangerous sport, full of brutality, 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.
That was our way to position GMF as a major player in prevention for the practice of rugby.
Describe the creative idea (40% of vote)
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 tackle jersey that includes visual cues that are simple, effective and efficient. Everything has been studied on the principles of nudge marketing, with scientists, 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 to relearn to tackle effectively, efficiently, and, above all, safely.
Describe the final product (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.