As Official Vehicle of England Rugby, Land Rover wanted a campaign to optimise awareness for sponsorship activities around the 2007 Rugby World Cup. Pitting rugby against football, the user is challenged to choose their sport. The football fan simply passes the ball back to the footballer, while the rugby fan sees him get what he deserves.This interactive skyscraper ran on sports sites and directed enthusiasts to englandsrealpassion.com. There, the viewer finds a viral film featuring the cheeky footballer, alternative endings, outtakes and competitions. Click through rates for the campaign was high with the best performing ad reaching 3.74%.