Guinness Rugby: Never Alone; The Right Path

With the 2015 Rugby World Cup less than a fortnight away Guinness has released this moving campaign that steps away from the typical boasts of physical strength often found in relating adverts to instead focus on strength of character.

Created by AMV BBDO the campaign features two stories from the game - Gareth Thomas: Never Alone and Ashwin Willemse: The Right Path - told in two spots and accompanying documentary films.

The first tells the story of former Welsh-captain Gareth Thomas finding support in his teammates after coming out and revealing the truth about his sexuality. The second follows Ashwin Willemse and his escape from Cape Town's gang culture to become a Springboks hero.

The two extended films dig deeper into the stories to provide more details of the players' struggles and eventual redemption at the hands of the game they love.

The emotive brand films were produced by Stink and helmed by John Hillcoat to form part of Guinness' Made of More campaign.