The Hallway has teamed up Qantas and search engine Bing to launch a five episode branded content series, 'The Mane Event'.
The series has been unleashed to coincide with the British and Irish Lions rugby tour of Australia, which will reach its conclusion on Saturday with the winner takes all final test in Sydney.
The Mane Event series follows four die hard Lions' fans – an Englishman, a Scot, a Welshman and an Irishman – as they travel around Australia taking on local Wallabies fans in a series of challenges that test both skill and pride.
The Mane Event is directed by The Hallway’s creative partners Simon Lee and Alex Weinress and stars award-winning actor Rob Carlton.
Lee said: “Over the past three years the team at The Hallway has invested significant time in honing our longer form storytelling ability and sensibility. Being approached by Qantas for a project of this nature is recognition of the skills we have established in the agency."
He added: The Mane Event has the makings of a highly entertaining story. Whether it’s at rugby, tiddlywinks or sheep shearing, sports fans are inherently competitive. When you add national pride and a timeless rivalry to the equation, along with a pinch of comic tension, you’ve got some great ingredients to work with."
Qantas head of sponsorship marketing, Fergus Kelly, added: “The Mane Event is shaping into a fantastic clash of the nations. As the drama is unfolding on the rugby pitch, it’s great to see the Lions fans and local Wallabies fans battling it out in their own challenge doing their nation proud."
The Mane Event will be promoted by Microsoft in the UK on the MSN homepage, while the videos will also be broadcast on Qantas’ in-flight entertainment system.
Check out three of the five episodes here: