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ITV has launched a tactical press and poster campaign to promote its coverage of the Rugby World Cup.

The campaign features the ITV pundits Lawrence Dallaglio, Sean Fitzpatrick, Michael Lynagh and Francois Pienaar.

After each high-profile game, the experts describe what they believe was the defining moment of the match. BBH then sources an image to depict the moment, and turns the pundits’ commentary into visual infographics to run alongside it.

The ad will be designed, produced and supplied within six hours of the final whistle. The creatives are Will Holmes and Rory Mccaskill, with illustration by I Love Dust.