Rugby Canada

In March 2015, Hyphen was approached by Rugby Canada to join their pitch team and to create the campaign to bring the World Rugby Sevens tour to Vancouver. One of the cornerstone pieces of the bid was a short video that featured a wide range of BC personalities, from Premier Christy Clark to Rick Hansen. The bid was successful, and for the second time in 6 years, Hyphen helped bring a major international sporting event to Vancouver.

To drive ticket sales and public interest for Canada Sevens, Hyphen created a multi-campaign that appeared in traditional and digital media, as well as out-of-home, all built around the theme of 'The World Hits Town'. The weekend event, held at BC Place, was completely sold out in advance, with over 60,000 fans cheering on Team Canada and 15 other rugby teams from around the world.

In parallel with the Men’s Sevens event, Hyphen also developed a separate campaign, ‘The Power of Seven’ to support the Women’s Sevens tour event, held in Victoria.