THE GREEN WAVE
The Green Wave began within the Irish Women’s Rugby squad.
A team identity shaped by a feeling of movement and momentum, representing the growth of the game and the convergence of a generation of players ahead of the 2025 Women’s Rugby World Cup.
We were faced with a key challenge, how do we invite the country on the journey? How do we inspire them to join The Green Wave?
BUILDING THE WAVE
The inspiration for the movement isn’t a plea for support or a demand to buy tickets. It’s simply a statement; this is already happening, are you joining?
We worked closely with the squad, hearing what The Green Wave means to them, and how they wanted it to come to life - giving meaning to the metaphor, showing that the wave was growing, but it didn’t start or stop with them, and anyone can join the swell.
53Six had numerous consultations with key stakeholders, including players and management team to get a deep understanding of what the Green Wave meant to them.
KEY VISUAL
We wanted to create a heightened visual metaphor for the wave.
For our hero key visual we brought to life a larger than life Green Wave, showing Irish players bursting out of it - a representation of the kinetic energy and power of the movement, almost propelling the players forward as they outrun it.
Working with photographer Kevin Griffin we captured the players at the IRFU training facility, involving them in the creative process, getting feedback as we went.
HERO FILM
For our main piece of storytelling, we created a film bringing to life all the insights we gained from working with the players, the different paths that lead to the sport, the moment of inspiration at a young age, the feeling of connection, belonging and family within the squad and the mutual support and energy distilled from the fans through the entire squad.
We wanted to show the culmination of the wave as a swell of support and energy, beginning in quiet moments of inspiration, the start of a dream and following it all the way through to fervour of a match day, representing the island at a world cup.
