England Rugby features in the latest instalments of the already successful ‘Team Behind The Team’ campaign by supporting the sponsorship deal with the RFU with outdoor and press during the 2012 6 Nations Championships.

Using the team’s high profile sports ambassadors to inspire and build trust, we developed a campaign that focused on the credibility the coaches and nutritionists give the brand as they highlight the vital role Maximuscle plays in the athletes’ training. The creative was supported with additional filmed content and engagement online as part of a strong social media element that allowed people to get closer to, and follow the stories of, the players and their support team, with a behind the scenes look at their Twickenham facilities and training regime.

We’ve been working with England and Nottinghamshire cricketer Stuart Broad, Olympic gymnast Dan Keatings, England and Northampton Saints rugby player Courtney Lawes and GB middleweight boxer Anthony Ogogo on Maximuscle‘s new campaign. The sportsmen all feature in the campaign, which brings to life the excitement, drama and values of their different sporting disciplines.

The campaign launches 1st July, watch out for it and let us know what you think.

Here’s a little taster in the meantime…