Research conducted by Gillette and Liverpool John Moores University (LJMU) revealed the dramatic impact that the technological evolution of kit and equipment has had on modern rugby performance. The results showed the performance benefits of modern kit were equivalent to two more successful kicks per game and adding an additional 10 minutes of high intensity workload to a player's game. Gillette's 'Evolution of Sport' campaign was focused on the advancement in training methods and how this mirrors the evolution of Gillette's equipment and technology over the period.

To promote Gillette's 'Evolution of Sport' campaign.

Hill and Knowlton devised and executed the PR campaign. This involved working in conjunction with Liverpool John Moores University and the RFL to devise a series of tests that would be able to determine the exact degree of difference between using old vs new playing kit. A media strategy and sell-in were deployed as a part of a wider communications programme including TTL activations ranging from print advertising, on-pitch activity and promotions.

Player interviews were secured across national, regional and online media. Video content generated over 2,000 views and drove fan engagement on social media platforms. A media outreach programme also took place to drive tournament accreditation for the Gillette Four Nations. The campaign marked Gillette's most successful activation of the RFL partnership to date.