Crusaders unveils ‘One of Us’ campaign via Plato to drive fan commitment ahead of 2026 season
Creative agency Plato has launched a major brand platform, ‘One of Us’, in partnership with the Crusaders, designed to celebrate the people at the heart of the club and strengthen the sense of belonging that defines Crusaders rugby.
It comes as the Crusaders gear up for a landmark 2026 season – their 30th anniversary and preparing to open its new home, Te Kaha (One New Zealand Stadium).
The ‘One of Us’ campaign celebrates the heartbeat of the club: the people who stand behind it season after season, including alumni, partners, members, fans, families, and communities across the team’s six regions (and beyond).
Crusaders CEO Colin Mansbridge says ‘One of Us’ is a tribute to that bond: “This campaign is a celebration of our whānau – the people who fill the stands, raise their kids in red and black, and carry the Crusaders spirit wherever they go. ‘One of Us’ is about belonging. It’s about acknowledging that this team isn’t just ours – it belongs to all the regions that make up our great club.”
Grace Jones, Crusaders’ Head of Marketing says the campaign taps into what fans truly want: “Our challenge is to turn passion into presence – to get fans off the couch and into the stands. Plato’s strategy nailed it: fans crave authentic, high-energy experiences. ‘One of Us’ delivers that emotional connection, reminding everyone that this is more than rugby – it’s our whānau and our legacy.”
Plato’s Creative Lead Fiona Murray, says their team recognised the massive opportunity presented by the new stadium: “It gave us a huge opportunity to evolve the Crusaders identity. ‘One of Us’ shifts the focus from a successful team to a powerful force of community. The message is simple: we’re connected, we’re whānau, we’re all Crusaders.”
Jones says at the core of the campaign, is the Crusaders brand ethos of ‘For Each Other’: “Our fans aren’t just supporters, they’re part of who we are. By showcasing real people and real stories, we’re inviting every Crusader, from every corner of the world, to see themselves in this team. If you love this club, you’re one of us.”
The campaign was brought to life by putting real Crusaders supporters front and centre. A recent shoot captured fans sharing their stories – their faces, voices, and journeys will feature in the 2026 season brand film and across fan-focused content.
Head Coach Rob Penney says seeing supporters woven into the campaign feels right: “When we run out onto the field, it’s for the people who stand behind us. The energy, loyalty, and pride of our fans have always been a huge part of what makes this club special. Having them at the forefront of this campaign is exactly how it should be.”
‘One of Us’ launches this week across outdoor, digital, social, and experiential channels – all designed to drive ticket sales and memberships throughout the 2026 season.
Creative Agency: Plato
Production Company: Orly Productions
Client: Crusaders
Register for FREE HERE and receive the Campaign Brief Daily Bulletin and/or the global Best Ads Best of the Week Bulletin. Subscribe to Campaign Brief Magazine.
#More Creative News #No paywalls #No annual membership fees
Subscribe to Portfolio & Reel for current listings of Australian and NZ ad agency and production company leadership and key personnel