All, Digital Marketing & Websites
MUFG
When heritage hit home
The Challenge
The Grand Sumo Tournament returned to London after 34 years, and MUFG’s sponsorship had to cut through as more than a logo moment. The ambition was to pull colleagues across EMEA into the story and make the cultural weight of the sport impossible to ignore, grounding it in the values MUFG shares with sumo.
The Craft
We made the sponsorship loud. A hero film kicked it off with confidence and pace, then Zou Maru took over, injecting personality and cutting through the formality that usually surrounds moments like this. A competition sat at the heart of the campaign, giving colleagues across EMEA the chance to experience the tournament first-hand, and as the idea moved fast across internal channels, it became hard to miss.
The Result
450+ employees jumped into the competition, blowing past the original target
Engagement spiked as colleagues across EMEA actively leaned into the moment
The creative landed hard internally, earning visible buy-in from senior leadership
MUFG turned a heritage sponsorship into a shared internal moment with real pull
Other Work
All, Brand & Communication Strategy
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