Introduce Yourself !

On the occasion of its first partnership with the TOP14, Pennylane needed to do more than announce a sponsorship. In a context shaped by the electronic invoicing reform and fierce competition in the financial management platform market, the challenge was clear: embed the brand in people's minds while forging an emotional connection with the rugby community. Sponsorship alone was no longer enough. What was needed was a genuine partnership activation capable of generating awareness, memorability and engagement. We conceived a brand statement built around a powerful cultural insight: the pre-match locker room speech, an iconic moment in rugby culture. By reinterpreting Gaby Selva's cult sequence ("Who am I? That's me!"), we transformed a collective myth into a brand manifesto. Shot during the TOP14 Media Day, the film features Gaby Selva surrounded by championship players in a parallel monologue drawing a line between an end-of-year financial close and a pre-match team talk. A direct way of embedding Pennylane within rugby's cultural codes while showcasing its positioning as an all-in-one platform. Conceived as a full communications campaign, the project went well beyond a simple announcement film. Master video, player capsules, behind-the-scenes footage, social media adaptations and PR outreach: one central idea deployed as a reusable content engine throughout the entire season. A structured, culturally rooted and digitally driven sponsorship activation, designed to durably install Pennylane within the sports business ecosystem and among rugby communities.