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Premiership Women's Rugby logo in white

Powered Differently

PWR

PWR players posed in front of a white backdrop around the tournament trophy looking into camera
A PWR Powered Differently campaign visual showing Lilli Ives Campion standing with one foot on a white stool, holding a PWR rugby ball against a studio background. An orange ribbon graphic curves across the image with white text highlighting the player’s name, position, club, and the campaign tagline.
A PWR Powered Differently campaign portrait showing Rosie Galligan in mid-motion, holding a rugby ball against a studio background. An orange ribbon graphic loops across the image with white text highlighting the player’s name, club, position, and the PWR campaign tagline.
PWR Powered Differently campaign visual showing Ellie Kildunne sat on a white stool holding a PWR rugby ball with orange. An orange ribbon graphic curves across the image with white text highlighting the player’s name, position, club and the campaign tagline.

Launching a New Era in Women’s Rugby

Following our new positioning and rebranding of Premiership Women’s Rugby – the top tier of women’s club rugby in England – the next task was to launch the new era of the tournament with a bold campaign idea.
Jodie Ounsley sat smiling in front of a white backdrop with a pair of rugby boots over her shoulder
Daisy Hibert-Jones sat smiling in front of a white backdrop with a blue coat and yellow t-shirt on
Shaunagh Brown posing with finger point up in front of a white backdrop, wearing a white shaggy coat

Allowing Players to Show Up as Their True, Whole Selves

We wanted to showcase and amplify the magic of women’s rugby: it’s everything you love about the game, but with a twist. Incredible women, showing off their skill and passion – but in an atmosphere that’s welcoming, joyful, supportive and diverse. Or, as we put it, ‘Powered Differently’ – an idea that calls for players to show up as their true, whole selves, smashing preconceptions and showing fans that they will see themselves reflected on the pitch.
Animated version of the PWR brand mark and logo on a navy background
Set of 4 phones showing various instagram posts of the Powered Differently player assets

Changing Perceptions of the Sport

The campaign exceeded expectations, and the ripples it created spread more widely across other sports, being nominated for Campaign of the year at the 2024 Sports Industry Awards.
Abi Ward standing on one foot and reaching upwards, holding a PWR rugby ball in her hand
Shaunagh Brown looking into camera with her hand towards the camera and a PWR rugby ball in her arm
Zoe Harrison standing in a black and pink outfit with her arm outstretched holding a pair of rugby boots
People have come to me saying how they see female athletes… our social media numbers are growing, our fans in the stadium are growing… it’s exciting.
Belinda Moore
Chief Executive, PWR
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