Steinlager honours All Blacks fans in latest ‘Unconditional Supporters’ campaign via DDB NZ
DDB Aotearoa and Steinlager have launched the latest iteration of “Unconditional Supporters”, a campaign that serves as a reminder of Steinlager’s presence in the fabric of New Zealand’s identity by bringing together All Blacks fans.
Steinlager has maintained a longstanding partnership with the All Blacks dating back to 1986. In anticipation of the highly awaited 2023 rugby season Lion has joined forces with DDB Aotearoa to rally the nation to show their support for one of the greatest teams in history.
The campaign shines a light on fans who have stood the test of time, and showcases their unwavering support for our national team in unique ways. Casting a mix of real-life supporters, including Marita Sutherland from Southland, whose devotion is evident in her All Blacks-themed room, tattoos dedicated to the team, and naming her children after All Black legends, exemplifies the spirit of the “Unconditional Supporters” campaign.
Matty Burton, group chief creative officer for DDB Aotearoa says the campaign invites New Zealanders to unite and commemorate the team alongside Steinlager: “Unconditional Supporters highlights the exceptional lengths in which fans exhibit their loyalty over the decades. Steinlager’s partnership with the All Blacks strikes a profound chord with passionate Kiwi fans, whether they’re cheering from the stadium stands or rising early to support the team. Diehard fans will also note our soundtrack is the song the All Blacks run out to.”
Craig Baldie, managing director of Lion NZ, says the long-standing partnership with the All Blacks serves as a reaffirmation of the brand’s unwavering loyalty to the team during the upcoming season: “For 36 years, Steinlager has been a committed partner of the All Blacks, reflecting the steadfast support demonstrated by fans. This campaign exemplifies how Steinlager has earned a special place in the hearts of All Blacks enthusiasts, and our sponsorship of the team mirrors the loyalty and dedication we observe in every passionate fan.”
The “Unconditional Supporters” campaign will run across TV, Outdoor & Social.
Agency: DDB Aotearoa
Creative Director: Freddie Coltart
Creative Director: Matt Williams
Integrated Producer: Tabitha Parke-Gailey
Business Director: Briar Kensington
Business Partner: Hanna Pettit
Lead Business Partner: Crystal Clark
Client: Lion New Zealand
Managing Director: Craig Baldie
Marketing Director: Rachel Ellerm
Connections Director: Adam Daysh
Brand Director- Beer: Jeremy Meech
Marketing Manager: Angela Monro
Brand Manager: Lauren Dyke
Production Company: Fish & Clips
Executive Producer: Blaine Stevenson
Director: Dan Sadgrove
DOP: Dave Garbett
Offline Editor: Nathan Pickles
Online Editor: Anita Ward
Colourist: Mikey Rossiter
Audio
Music Search and Licensing: Jonathan Mihaljevich, Franklin Rd
Music re- arranger: Andy Morton, Liquid Studios
Sound Engineer: Craig Matuschka, Liquid Studios
Media Agency: EssenceMediacom
20 Comments
People are gonna say this is rubbish, but I for one think it’s the most inspiring thing since Ian Foster
Back in adschool David Bell told us never, ever, ever present a ‘tattoo your loyalty’ idea.
Ever.
Wise words.
And that was a very long time ago.
$10 says you are DB.
…you can’t do, teach.
If I’m not working, press my off button, wait 60 seconds, and then press the restart button.
That is my only advice in relation to this.
Bad ads tell you the message. Good ads make you feel the message.. There is no feeling here.
Love the track – that’s the All Blacks song
Basically the same ad each year…
This is the type of work mojo were making prior to losing the account to DDB.
When will the monkeys take Lion away from DDB?
Tick tock tick tock
It’s crud, yes. But what have The Monkeys done in 2+ years to prove they could do better? Made a song that there is literally already a whole genre of? Hammy Mother Nature?
Smells like a gorilla in the mist.
They had an article in the Herald telling everyone what they’ve done. Did you not read it? Can’t believe you work in advertising and don’t get your updates from there.
The Monkeys NZ have been killing it, not.
One idea in 2 years.
Who are mojo?
I’m guessing you must be a monkey
No, I work at another agency and just recently got back to town. Back to my stirring old ways.
it just all feels so contrived doesn’t it?
A tiny little ad to run during the world cup to remind people of the invisible sponsorship Steinlager has of the All Blacks seems to have caused quite an advertising stir. Calm down people, this is not a big thing, it’s just for the fans and that’s all.
Also, if it was going to move, it would move to Thinkerbell as Lion have moved a lot of their brands there to help them start up in this market and they have all of Lion in Australia. Nobody else has a shot I’m afraid.
The people at The Monkeys are the creatives responsible for the past work on Steinlager and I don’t think that has done very well so that is a double no chance in my opinion.
And let’s not forget the monkeys really haven’t delivered much in their time so far. Considering the salaries and the hoo ha at launch they’ve barely caused a stir. Unless you read the article in The Herald which is obviously where we all go to find out who’s hot in advertising.
It would seem you read it though.
Sure