As a major sponsor of the Rugby World Cup, DHL briefed us to show their sponsorship and to support their overarching line ‘Delivering Rugby to the world’ in major New Zealand airports. We wanted cut through from the over use of expected ‘rugby’ imagery. So whatever you need for the World Cup, DHL can deliver it –  whether that’s a blind cane and dark glasses for the Refs, swear jar for the losers, head ache cures for the winners….