Guinness weren’t an official Rugby World Cup sponsor and risked not being the brand most associated with it. The objective was to win the battle of the advertisers not through media spend, but connecting with their audience emotionally.

In a powerful online documentary, Gareth describes the time in his life when he game out as gay to his team. For a mainstream brand like Guinness to give Gareth a platform to talk about an issue that was important for him and our society was a huge step forward culturally.