Mitsubishi Electric
PARALLEL POTENTIAL
Social / Web / Digital Display / OOH
1 in 4 people who play rugby globally are women
But club salaries alone are rarely enough, and 60% of women players need another job to survive financially. Forcing many players to hang up their boots for good.
As an Official Partner of Women’s Rugby, Mitsubishi Electric wanted to help change that. So we zeroed-in on the one crucial decision that every young player must make: Do I pursue a career in rugby or a career in the office?
Our goal was to remove the need to choose. Creating real opportunities for players to thrive on and off the pitch. At the same time.
Introducing: Parallel Potential
We began by raising awareness of the mental, physical and financial challenges that players face through candid short and long-form interviews with club and international players, as well as key personnel at World Rugby.
Next, we designed and built parallelpotential.com to hold all our content, launched to coincide with the 2025 Women’s Rugby World Cup.
Our campaign continued throughout the tournament, with animated LED screens at all eight host stadiums, matchday programmes, podcast partnerships, digital display assets, and ongoing social content.
Just the beginning...
Our ambition has already turned into action. Leading to Mitsubishi Electric’s first ever hire of a Premiership Women’s Rugby Player, Sally Williams.
The next phase of the campaign is due to launch in early 2026, creating a blueprint for other employers to provide parallel careers for women in rugby. And a framework for players to find more meaningful employment in their second career.
Other work
