Vueling Takes Rugby to a Higher Level with Damian Penaud

Feb. 23, 2024

Vueling, belonging to the IAG group and official airline of the French rugby team in the Six Nations Championship, has launched a new campaign called "Le Grand Vol" (The Great Flight), produced by advertising agency Ogilvy Barcelona.

The campaign features Damian Penaud, the winger of the male French rugby team, as the main character, and Sebastian Chabal, one of the most popular stars in the sport, as the narrator and voice of this collaboration.

“Le Grand Vol” is structured in a "miniseries" format, corresponding to the three parts that take place when taking any flight: the take-off, the flight, and the landing. At the same time, the campaign captures three different challenges that arise during any rugby match, and how the players overcome those situations. The creative proposal of this campaign is the fusion of the language of flying and the emotion of rugby. This unifies two seemingly different worlds and ensuring the campaign message transcends beyond rugby fans.

Alberto Muriel, creative director of Ogilvy Barcelona, asked:

"What do an airline and rugby have in common? At first glance, you can't find many things. But when you watch a couple of matches, you realize that the rugby players have nearly the same hours of flight as pilots do. Every match they fly across the pitch. So, from this observation, “Le Grand Vol” was born, a campaign that perfectly reflects the bond created between Vueling Airlines and the French rugby team."

 

"Le Grand Vol", a multi-format campaign

The campaign will be deployed in a wide range of formats to maximize visibility and impact, from television and social networks to digital formats such as connected TV, display, YouTube and Spotify, among others.

In addition, the campaign will extend to the physical sphere with actions in different transports, as well as Digital OOH on screens in shopping centers in France.