adidas marks 25 year partnership with NZ rugby with iconic team photo and campaign via Augusto

Since the beginning, rugby team photos have been an iconic way of highlighting the greats of the game. So to celebrate the 25 year partnership of New Zealand rugby and adidas, and to launch the 25 year jersey for both the All Blacks and Black Ferns, Augusto bought the best of the best together to create a new team photo. One as iconic as the players themselves.

From Tana to Caleb, Farah to Ruby, the last 25 years of New Zealand rugby has been pretty iconic. And with all these great teams, one thing has stayed consistent – the black jersey and the three stripes that sit atop it.

Captured in a hero film and a team poster, the campaign launched with a legendary team of old and new players coming together for the moment. An iconic moment captured by local photographer Tim D and director Raymond Edwards.

The campaign is supported with 10 individual videos and a documentary film that features the players talking about the pressures they’ve faced over their careers, the changes in the game, and the legacies they leave behind.

The campaign goes live on today, 25th June, rolling out across digital, social, and retail.

Client: adidas
Agency: Augusto
Director: Raymond Edwards
Photographer: Tim D
DOP: Ziga Zupancic
Executive Creative Director: Adam Thompson
Creatives: Ben Carroll, Mitchell Crowe
Group Account Director: Lauren Oxnam
Account Director: Ivana Mihaljevich
Head of Design: James Davison
Senior Designer: Nina Vasiljevic
Head of Production: Brad Harvey
Producer: Simone Goulding
Producer: Emily Russell
Post Manager: Zoe Jones
Editors: Connor Farrell, Corbin Dallas, Richard Parker
Grade: Matic Prusnik
Audio Post – Bespoke Post
Music Composition (Individuals): Mara TK
Motion: Mr Mustard