adidas launches the new All Blacks and Black Ferns Jersey in new campaign via Augusto
The black jersey is a symbol of pride for so many New Zealanders, but there’s something Kiwis value more than it – their environment. And this year, the two go hand in hand. Augusto was proud to partner with adidas on the launch with the creation of a 60” hero video and social content series to unveil the new jerseys.
For the first time ever, both the All Blacks and Black Ferns replica jerseys are made from Primeblue material. An adidas initiative that’s made with Parley Ocean Plastic.
Says Andy Lane, brand communications manager at adidas: “Our aim was to bring the All Blacks & Black Ferns together under a common ambition: represent the jersey, and inspire those that come next. Working with Augusto was really important to us as they fully understand the significance of the launch moment, and their storytelling always comes through super clearly. Excited for what will come next.”
Says Adam Thompson, ECD at Augusto: “It’s not everyday you get to work with an iconic brand set on changing the course of sports history, whilst helping to make the world a better place. It’s been a huge privilege for us to work with our clients to help them bring this initiative to life.”
This launch is also the first time that a Black Ferns jersey has been made bespoke for the team specifically tailored to accommodate the demands of the women’s game.
The campaign launched at a fully sustainable event at the Maritime Room by the viaduct. Eventgoers had the opportunity to walk through an immersive digital water tunnel before the jersey was unveiled for the very first time with a 60” hero video.
To support the launch, this campaign also features a 12 week social plan of stills, stories, and IGTV content.
Client: adidas rugby global
Manager Brand Communications: Andy Lane
Global Sports Marketing: Andrew Money
Global Sports Marketing: Luke Breen
Senior Specialist, Trade Marketing NZ: Sarah Satterthwaite
Agency/Production Company: Augusto
Executive Creative Director: Adam Thompson
Art Director: Marissa Schmidt
Copywriter: Mitchell Crowe
Account Director: Lauren Oxnam
Senior Account Manager: Ivana Mihaljevich
Director: Fernando Hart
Producers: Brad Harvey
DOP: Sebastian Cort
Editor: Kat Kasajima
Motion: Kyle Stoffberg
Design: James Davison
Production Assistant: Lucy Caccioppoli
Photographer: Graeme Murray
9 Comments
The All Black jersey promos aren’t as good as they used to be.
Didn’t you just sign on a petrochemical company as a new sponsor? How’s that supporting the environment?
Lost for words.
Hypocrisy at the highest level.
The ABs lost a bit of their soul when they chose adidas over the brilliant Canterbury jerseys back in ’99.
This is ridiculous, given they just signed up INEOS as a team sponsor. It’s like they think people are dumb.. and they’re PR’ing it.. Wow
I’m with Ghosty on this one.
There was a time when creatives used to fight tooth and nail for an AB brief. I know creatives whose careers were rocketed to stardom because of them.
But, this looks more like a client-heavy box-ticking exercise so all interested parties feel included (urghhh…seen so many of those) with a me-too non-point of difference tacked on at the end.
There used to be Cannes awards handed out for these types of briefs. Now, all you get are cheap manifesto films.
Times have changed…
Maybe the budgets are not as good as they used to be?
getting anything interesting approved by NZR these days.
Are people still swallowing this guff?
Smells like slave labour and oil spills dressed up as box-ticking environmentalism.