IMART 2025
Creative Direction for the International Mixed Ability Rugby Tournament
Creative Direction | Social Media
IMART is the world’s first fully inclusive international rugby competition, where disabled and non-disabled players compete together. For its 10th anniversary in 2025, the creative direction of the global social media campaign was led to amplify the athletes’ voices, celebrate their achievements, and raise the profile of mixed ability sport.
The campaign focused on athlete-centred storytelling, with bold copy, dynamic photography, and video capturing the determination, teamwork and celebrations of the players. The phrase “Change your mind, not the game” became the campaign’s rallying cry, supported by a bespoke 10-year anniversary lock-up.
The results were significant. Organic engagement rose by nearly 50% compared to the previous tournament. Across Facebook and Instagram, the campaign reached more than 723,000 people, generated over 26,300 engagements, and delivered 918,000+ views on visual content, all without paid promotion. Engagement rates averaged nearly 7%, more than double the industry benchmark. Audience growth was also strong, with over 2,400 new followers gained during the campaign period.
Deliverables and Impact
Creative direction for the full social campaign
10th anniversary lock-up and campaign visuals
Social media templates and toolkits
Assets for Facebook, Instagram, LinkedIn and Stories
723,000+ organic reach
918,000+ cumulative views
26,300+ engagements with an average 6.97% engagement rate (vs 2–3% benchmark)
2,400+ new followers gained
