Go All Out

World Rugby has unveiled the global ‘Go All Out’ brand campaign for Men’s Rugby World Cup 2027, bringing unmistakable Aussie energy to the biggest tournament in the sport’s history. The campaign has been created by brand experience and innovation company Akcelo and follows World Rugby’s appointment of Akcelo as the campaign creative agency, after a highly competitive international creative pitch.

The first major expression of ‘Go All Out’ is a blockbuster 60-second film, designed to spark excitement for the tournament’s arrival down under. Directed by Photoplay’s Scott Otto Anderrson, ‘The Convoy’ follows a fleet of fan-built vehicles travelling across the Australian outback in pursuit of rugby’s most coveted prize: the Webb Ellis Cup. Infused with Aussie humour, fans are treated to a cinematic showdown featuring a mechanical Wallaby, a giant Springbok truck, a soaring Welsh Dragon and much more.
The film also sees legendary rivals Jonny Wilkinson and George Gregan reunited and ready to relive their iconic Men’s Rugby World Cup 2003 Final clash on Australian soil. Rugby fans will also spot cameos from some of the superstars who could set the tournament alight in 2027, including Wallabies’ stars Joseph Suaalii, Max Jorgensen and Rob Valetini.

Created by Akcelo in Sydney, the campaign’s production spanned continents — from Australian model making and production, to post production in South Africa, and a music score recorded by the Prague Philharmonic Orchestra.
Delivered across key markets, including the UK, Australia, South Africa, France, New Zealand, Italy and Japan, the campaign lives across broadcast, digital and social channels, inviting rugby fans and newcomers alike to join the convoy for a seismic moment down under.
Paul Lemon, Director of Marketing & Ticketing, World Rugby, said: “Akcelo impressed us with their strategic vision, creative ambition and deep understanding of what Men’s Rugby World Cup 2027 represents. RWC 2027 is set to deliver epic entertainment and blockbuster matches that will captivate new fans and leave a lasting legacy for the game. We’re thrilled to have benefited from Akcelo’s expertise in helping bring this vision to life on the world stage.”

Aden Hepburn, CEO, Akcelo, said: “To work with World Rugby on such a landmark event is an incredible honour. Men’s Rugby World Cup 2027 is more than a tournament, it’s an opportunity to inspire, unite and evolve the game for the better. ‘Go All Out’ is about pure rugby spirit, seen through an Aussie lens. It’s cinematic, funny and unashamedly bold – a celebration of every nation coming together for something bigger than sport.”

Oskar Westerdal, Creative Partner, Akcelo, said: “Bringing this campaign to life has been a true joy and an absolute privilege – and we’re holding nothing back! From its ridiculously epic scale, to the incredible score, the cameos, the Easter Eggs… It’s a true cinematic spectacle and a love letter to both Australia and to rugby fandom.”

The Men’s Rugby World Cup 2027 will take place in Australia from 1 October to 13 November 2027, in what promises to be a nationwide celebration of the sport and its values.