Brazil’s work has gone to incredible heights in its latest project, supporting a world record-breaking initiative to play rugby on Mount Everest and raise funds for Wooden Spoon, the children’s charity of rugby. .
The LMAX Exchange Everest Rugby Challenge saw a group of intrepid adventurers battle extreme altitude sickness whilst climbing to Everest’s Advanced Base Camp. If severe shortage of breath – with oxygen levels estimated at around 40% at this height (6,331m) – wasn’t enough, the team then battled it out in a fiercely contested game of full contact Rugby Sevens. The struggles were worth it, however, as the group claimed two world records during the adventure, for the highest game of touch rugby and the highest game of rugby in history.
In support of Wooden Spoon, the aim of the challenge was to raise over £250,000 for causes that positively transform the lives of disabled and disadvantaged children around the UK and Ireland. As the official media partner of Wooden Spoon, Brazil has supported the challenge with widespread exposure, helping the charity get the word out across national and regional media, and this fund-raising target has been smashed.
To thank Brazil for our efforts, Wooden Spoon kindly allowed us to tag along … well, in the form of a Brazil-branded flag, which the team posed with at Base Camp.
Among the participants were international rugby legends Lee Mears (England) and Shane Williams (Wales), who boast almost 140 international caps between them, as well as Ollie Phillips, a former star of the international Rugby Sevens circuit, and Tamara Taylor, a legend of the women’s game.
For more on the LMAX Exchange Everest Rugby Challenge, please visit: everestrugby.org.uk.Read More
Fans of the acclaimed Channel 4 show SAS: Who Dares Wins have just been treated to a fourth instalment of the series, as a new batch of ‘Recruits’ tested their mettle against the world’s hardest initiation.
Fronted by former military hardman, Ant Middleton, SAS: Who Dares Wins puts a group of civilians through a condensed version of Special Forces selection, famed for being one of the hardest military selection courses in the world. Testing physical and mental strength to the extreme, the fourth series saw 25 Recruits flown to Chile, where they were relentlessly assessed in a series of brutal tasks high up in the Andes.
With a ‘winter warfare’ theme, Recruits were challenged to battle inclement weather at altitudes of up to 3,500m, the Channel 4 website stating that Series 4 was the ‘toughest and longest course’ the Directing Staff (a team of elite former Special Forces commandos) have ever designed. Amongst the testing activities were a 5km hike up a 60% incline, carrying a 100kg log, swimming under the ice of a glacial lake, freefall abseiling 100ft down a ravine and regular ‘beastings’ in the camp’s parade square, which include all manner of physical exercises.
Amongst the participants, Recruit 14 was Brazil’s Head of Sport, James Gwinnett, who progressed admirably through the course’s various phases. Recruits were given the opportunity to VW (voluntary withdrawal) by handing in their numbered armbands and the DS also had the power to ‘cull’ participants at any time. One of the more stalwart of the group, James lasted until the final days, ultimately leading a team through an escape and evasion activity, before being ‘captured’ by the Chilean militia and subjected to interrogation. Arguably the most uncomfortable phase of the course, participants are subjected to physically uncomfortable stress positions and sporadically interrogated to see if they can hold out giving away mission information.
James, who suffered a broken neck playing rugby in 2013, endured six hours of this before opting to withdraw himself for fear of suffering further neck pain in the future.
He said, “I count it a great achievement to have made it through to the Final Eight on SAS Who Dares Wins, considering the brutality of the conditions. The altitude and the cold played a major part in wearing us down throughout the course and the Staff ramped up the intensity of the challenges in those last days, both in physical and mental terms. We were all pushed to breaking point and learned how to come through with a little more left to spare. It was an incredible exercise in understanding our capabilities and limits.”
Anyone wishing to catch up on the programme can do so here: https://www.channel4.com/programmes/sas-who-dares-wins.Read More
There has been a distinct increase in the number of publications demanding “commercial” agreements in exchange for “so called” editorial coverage. This is “fake coverage” and is disingenuous and misleading to readers, as well as an insult to both the PR and publishing industries.Read More
Introducing Stagecoach Performing Arts to our client family. Stagecoach is the world’s largest performing arts schools for children, with notable alumni including Emma Watson, Jamie Bell, Eleanor Tomlinson, Tuppence Middleton, Tom Fletcher, Dani Harmer, Josh Cuthbert, Danny Mac and Charlotte Jaconelli.Read More
Hummingbird Bike Company has appointed Brazil to assist in the launch of its revolutionary new product – the world’s lightest folding bike.
This beautiful product is set to reinvigorate the urban cycling market, and we are excited to get involved bringing the bike to market.Read More