New Zealand Rugby ignites Aotearoa’s biggest show of support for Black Ferns in new ‘#LetsGoAgain’ campaign via BcgCrave

Newly formed creative agency BcgCrave has taken up the challenge with New Zealand Rugby to cement the nation’s support for the world champion Black Ferns. Launching this week, the campaign #LetsGoAgain aims to unite New Zealand behind the Black Ferns as they travel to the UK to defend their title.

In 2022, Aotearoa witnessed a cultural and sporting moment like no other. As the Black Ferns were named the best in rugby, the use of poi by fans became a unique and emotional show of support, resonating with both players and the public. This display of poi became a powerful symbol fusing Māori culture, fan pride, and athletic excellence.

Now, as Aotearoa’s wāhine toa prepare to compete for glory again in England, BcgCrave, in partnership with New Zealand Rugby, is asking New Zealanders to do it all over again, with even more energy, unity, and poi in hand. The campaign calls on Aotearoa in a simple way – Let’s Go. Again.

The “Let’s Go. Again.” campaign is a nationwide movement to rally support for the Black Ferns in 2025 and beyond.

“We’re inviting every Kiwi to join in, pick up poi, and show our Black Ferns they’ve got the nation behind them,” says Ashleigh Johansson, Black Ferns Global Marketing Manager for New Zealand Rugby. “Our challenge to BcgCrave was to create an enduring strategic platform for 2025 and beyond.”

This new platform, Unforgettable Black Ferns, launches with the campaign, #LetsGoAgain.

At its heart is Māori poi, which proved its power in the last tournament. Kicking off with a hero video inviting fans to learn and perform a new poi routine choreographed by award-winning musician and kapa haka performer Pere Wihongi.

“Poi is movement, rhythm, and pride,” says Wihongi. “Bringing it back honours our culture and connects every Kiwi to something bigger than the game.”

Alongside the digital campaign, a custom-built, world-first giant poi (2.5m) will travel the country, collecting fan messages and becoming a moving symbol of national support.

Says Daniel Hopkirk, Managing Director, BcgCrave: “2022 saw a phenomenal movement of support unfold behind women’s rugby in New Zealand.  Recognising this, we wanted to celebrate that fandom amongst Kiwis, and poi was the perfect cultural symbol to help us do that.

“For such a successful team on the world stage, we wanted to create a symbol that reflects the significance of their support from Kiwis in Aotearoa and across the globe. Therefore, we created the world’s largest poi (unofficially) as a great connection point for fans to show their visible support.”

The campaign will roll out across TV, stadiums, digital, radio, out-of-home, social media, influencers, PR, and experiential ensuring it reaches every corner of Aotearoa. From video content to radio, outdoor sites and stadium signage, the call to back our Black Ferns will be seen and heard nationwide.

Fans who upload their version of the official poi routine will go in the draw to win a once-in-a-lifetime trip for two to the UK to meet the Black Ferns.

#LetsGoAgain

Client – NZR
Agency – BcgCrave
NZR, Global Marketing Manager – Ashleigh Johansson
NZR, GM Brand and Marketing – Kerry McKenzie
BcgCrave, Managing Director – Daniel Hopkirk
BcgCrave, Executive Creative Director – James Blackwood
BcgCrave, Group Account Director – Georgina Otto
BcgCrave, Strategy Director – Jose Alomajan
BcgCrave, Creative Director – Robin Powell
BcgCrave, Art Director – Violette Paimpol
Cultural Advisor & Poi Choreographer – Pere Wihongi
Videographer, editor – Keepa Mewett