WILKINSON SWORD INTUITION – CALLING ALL HYPE GIRLS

THE BACKGROUND:
Wilkinson Sword Intuition had just signed on as the official shaving partner of the Women’s Rugby World Cup 2025 and challenged me to build out a six-month campaign that would drive awareness of the partnership.

THE IDEA:
Women’s sport is often shown through a lens of rivalry, with women set against each other. I wanted to flip that. Calling All Hype Girls was about celebrating women – on and off the pitch.

The team and I kicked things off (pun intended ) by bringing together England’s Sarah Bern and Wales’ Jasmine Joyce, not to compete, but to sit down and hype each other up. Then we rolled out a Hype Masterclass with England’s Jess Breach and Scotland’s Emma Wassell, showing fans how to hype both on and off the field.

To take the energy beyond rugby, we partnered with Sophie Jones – the TikTok creator known for her rejection therapy videos. I turned her into Intuition’s Head Hype Queen, embodying the “Bring the Energy” creative platform and helping the campaign break into wider cultural conversations around confidence, positivity and joy.