Under Armour Undresses Rugby Stars on the River Thames

30m Mural Kicks Off Rugby World Cup Activity

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Londoners yesterday might have noticed an unusual boat on the River Thames, featuring a massive mural of burly rugby players that gradually "ripped" to reveal their torsos.

The 30-meter long vessel with images of Welsh Rugby Union (WRU) players Jamie Roberts and Leigh Halfpenny, plus players James Haskell (England), Jordi Murphy (Ireland), Drew Mitchell (Australia) and Canadian Jamie Cudmore displayed across eight shipping containers is actually a campaign for Under Armour.

French photographer Denis Rouvre shot the portraits. As it passed down the Thames and under Tower Bridge, the mural, which originally showed the players in their country colours, appeared to tear to reveal their Under Armour baselayers.

The campaign, by We Are Pi, kicked off the brand's activity around the Rugby World Cup 2015, with the portraits running online and out-of-home.

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About

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Date
Sep 09, 2015
Agency:
We Are Pi
Client:
Under Armour
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