Guinness has unveiled its latest TV advertisement and also a five minute documentary which shows the inspirational story of a Japanese women’s rugby team who stood together, 'in the face of societal pressure, to pursue their passion for the game'.
The campaign entitled 'Liberty Fields' tells the tale of a group of women who defied the social conventions of 80s Japan, by forming an ultimately indomitable rugby team, the brewer explained in a statement.
Guinness highlighted that in 1989 Tokyo, women’s rugby was almost unheard of and the team faced ridicule and hostility from all angles.
“It was back in the day, when getting harassed, sexually and otherwise was a given. Men expected women to be young, pretty and willing to quit their jobs for marriage. At the time, the women’s team weren’t recognised as official. So, we founded our own organisation," Kishida of the Liberty Fields team said.
"We lose if women can’t play rugby. The reason why we’ve kept on going is because we don’t want to lose. I wanted society to accept that women can love this kind of sport too, not just men.”
Camaraderie
Liberty Fields RFC played at this level despite having no coach, no doctor and very little support, instead relying on what they did have – a team.
“'Liberty Fields' highlights the importance of camaraderie well beyond the field of play and the role it has in enriching the lives of those involved," said Jamie Heaslip, Former Irish International Rugby Player.
"There does remain a significant contrast between men’s and women’s rugby in terms of attendance and investment but not in terms of the player’s commitment."
Heaslip added: "We can only begin to change the former by highlighting the latter and through telling stories such as that of Liberty Fields."
Women’s Six Nations
Closer to home, earlier this year Guinness signed a six-year partnership with the Irish Women’s Six Nations.
“Women’s sport has made significant strides in recent years," Former Irish International Rugby Player Lynne Cantwell and Chair of Sport Ireland’s Women in Sport committee said.
"It has become much more visible yet plenty of barriers remain not just in terms of getting women involved and staying involved, but also perception."
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