CANTERBURY FAIR GAME
That’s Not #FairGame is a campaign film created for Pentland Brands in collaboration with Canterbury, featuring former England international and broadcaster Ugo Monye. Filmed across multiple locations in London, the project takes us inside a range of grassroots rugby clubs, where we spoke directly with young players about their experiences. Through these interviews, the film captures first-hand perspectives on how the rising cost of living is affecting their ability to participate in sport.
Client: Canterbury
The campaign shines a light on the growing impact of financial pressures on youth access to sport, calling on brands and organisations to take responsibility and actively support the next generation. Rooted in Canterbury’s long-standing connection to grassroots rugby and community values, it challenges the idea that participation should come at a cost that excludes kids.
Through a powerful and direct narrative, the film positions sport as a right, not a privilege and urges the industry to push back against the financial barriers preventing children from getting involved.
