To celebrate the start of the rugby world cup, Biscuit Filmworks X Revolver and directing collective the Glue Society teamed up with the Cabinet Office, Unlimited and Pablo to create “The Audacious Run”.

Ultramarathon runner Jake Barraclough ran the 452KM in ten days from Rugby in England to Paris to mark the beginning of the Rugby World Cup.

Commissioned by the Cabinet Office, the project is inspired by William Webb Ellis, who “had the audacity” to catch a football and run with it and creating rugby in the process.

The project is part of a wider scheme, by the UK government, “Great Britain & Northern Ireland” campaign, and aims to change how French people see the UK, proving that the country is abound with “audacious creators and inventors”.

“Great Britain & Northern Ireland” will continue into 2024, championing the nation for the Olympics and the Paralympic games in France.